Cannes Lions

LEGENDS NEVER SAY NEVER

DIGITAS, Boston / GMC / 2013

Case Film
Case Film
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Overview

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Credits

Overview

Description

This Branded Entertainment is continuing to grow here in the U.S. when it's done right it's just considered Entertainment. There are no major restrictions or regulations beyond rights issues for celebrity endorsements and, in our case, organizations like the NFL.

Execution

As a part of the GMC Never Say Never Moments, fans of the NFL were encouraged to watch these videos after voting for the play of the week and entering the sweepstakes.

Outcome

As the first year we have done the Legends videos, the content made a huge impact on fans and the NFL community. The program was organically promoted by NFL personalities including Mike Tirico as well as Steve Tasker (one of our videos) was a Super Bowl correspondent. The client is excited to continue to grow the campaign next season.

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