Super Bowl XLIX Fan Engagement Recap_No cust prog

Super Bowl XLIXFan Engagement Program Summary

February 2015

Fan Engagement Program Overview

NFL.com Fantasy Player of the Year Sweepstakes ………….............. 3• Online Sweepstakes …………………………………………………….............. 6• On-Site Video Pitch Sweepstakes ………………………………………….... 11

NFL.com Marketing Support …………………………………………………….…. 17

NFL.com Stats Zone Presented by SAP: Screen Content …………….. 19• Social Wall …………………………………………………………………..……....... 22• Top Ticker ……………………………………………………………………………….. 24• Back, Left & Right Screens ……………………………………………………….. 25SAPSponsorships.com/SuperBowl ………………………………………….….. 26

Super Bowl XLIX Review: Activation Metrics ……………………………... 30

Fan Engagement Program

NFL.com Fantasy Player of the YearSweepstakes

NFL.com Fantasy Player of the Year SweepstakesFor Super Bowl XLIX, SAP and the NFL worked together to create a co-branded sweepstakes for the NFL.com Fantasy Player of the Year. SAP is the presenting sponsor of the award, given out each year at the NFL Honors, and the sweepstakes became the vehicle for fan engagement at the NFL Experience.

Existing Activation:• NFL Honors

• Fan voting on NFL.com (votes did not count towards final outcome)

• NFL Experience

Existing Activation:• Presenting sponsor

of the NFL.com Fantasy Player of the Year Award

• On-site activation at the NFL Experience

NFL SAPCo-branded Fantasy Player of the Year Sweepstakes

• Fan voting counts for 2015

• NFL Prizes

Opportunity

NFL.com Fantasy Player of the Year SweepstakesOnline Sweepstakes (January 21 – 31, 2015)• Available to fans nationwide and on-site at the NFL Experience• Fans submit their vote for the NFL.com Fantasy Player of the Year on NFL.com/FPOY

Prizes:• 10 Daily Prizes (Awarded each day during the sweepstakes period)

• Five NFL Game Rewind subscriptions• Five Autographed NFL merchandise

• One Grand Prize • Two tickets to Super Bowl 50 in 2016

On-Site Video Pitch Sweepstakes (January 24 – 29, 2015)• Available to all fans in Arizona at the NFL Experience• Fans create a video pitch for who they want to win the NFL.com Fantasy Player of the year

Prizes (Awarded Separately):• NFL Honors Experience

• Two tickets to NFL Honors and a meet-and-greet with Marshall Faulk• One Grand Prize

• Two tickets to Super Bowl 50 in 2016

NFL.com Fantasy Player of the Year Sweepstakes

Online SweepstakesSubmission Process

NFL.com Fantasy Player of the Year Online Sweepstakes

© 2015 SAP SE. All rights reserved. 7



Total Online Entries: 2,507

Confirmation/ Thank You Page

NFL.com

Player Vote Parameter Passed


SAPSponsorships.com

Step 1:Fans who wanted to enter into the sweepstakes had to visit NFL.com/FPOY to cast their vote in order to be eligible to enter the sweepstakes.

Step 2:After voting, fans could click on the “Enter Now” button to be re-directed to the entry form page on SAPSponsorships.com

Voting Page

Form Page



Step 3:Fans would then provide their contact information to enter into the sweepstakes.

SAPSponsorships.com

Form PageConfirmation/

Thank You Page

Facebook Share

Twitter Share

Once fans completed their sweepstakes entry, they were prompted to share their vote with friends on Facebook and Twitter for the opportunity to earn up to two additional entries into the sweepstakes.

Total Page Views: 25,325



Step 4:Once the share buttons were selected, pre-populated posts would open in pop-up windows for fans to share their vote.

SAPSponsorships.com


Facebook Share

Twitter Share

NFL.com Fantasy Player of the Year Sweepstakes

On-Site Video Pitch SweepstakesSubmission Process

NFL.com Fantasy Player of the Year On-Site Video Pitch Sweepstakes


Rules Consent & Video Delivery

Method Selection

Fantasy Player Selection Screens


Registration Screens

Registration Pages

Video Delivery to Fans

Video Creation & Delivery

Record Your Video

Player Selection

Social Sharing

Facebook & Twitter

Fans on-site at the NFL Experience for Super Bowl XLIX could create a video pitch for NFL.com Fantasy Player of the Year




Registration Screens

Registration Pages

Step 1:Fans who wanted to create a video pitch for their fantasy player of the year registered via tablets on-site at the NFL.com Stats Zone.

To register, fans could scan or enter in their 6-digit NFL Experience number. Fans could also use a manual entry form.



Rules Consent & Video Delivery

Method Selection

Fantasy Player Selection Screens

Player Selection

Step 2:Once registered, fans could select the player they wanted to make a video pitch about.

Step 3:Fans who accepted the sweepstakes rules were then entered into the drawing. If fans did not accept, they could still create a video without entering into the sweepstakes.

Step 4:Fans were prompted to opt-in to text message delivery once they completed their video



Video Delivery to Fans Via E-Mail & Text

Message

On-Site Video Creation & Delivery

Record Your Video

Step 5:After registration, fans proceeded to the video area and recorded their video pitch explaining why the player they chose should win the 2015 NFL.com Fantasy Player of the Year

Step 6:Within minutes of completing their video, fans will be sent links to their video via email and text message



Step 7:After receiving links to their video, fan could share directly from the video page from their computer or mobile device.

On-Site Video Delivery Facebook Share

Twitter Share

Video Delivery to Fans via e-mail & text

message

NFL.com Marketing Support

NFL.com Online Advertising & Promotional Support

NFL.com Marketing Support


The NFL provided additional marketing support to drive fan participation and voting for the NFL.com Fantasy Player of the Year.

Paid Advertising:The creative for SAP’s digital ad-units on NFL.com were changed to promote the Fantasy Player of the Year Sweepstakes during the sweepstakes period.

• Both ad-units on NFL.com/FPOY linked back to sapsponsorships.com/SuperBowl

Earned Promotion:NFL.com designed custom creative that ran in NFL.com ROS digital inventory and promoted both the online and on-site sweepstakes

NFL.com Stats Zone Presented by SAP

NFL.com Stats ZonePresented by SAP

Screen Content





NFL.com Stats Zone Presented by SAPSocial Wall


Team vs. Team Word Cloud

Fan Opinion Poll

Super Bowl XLIX CountdownNFL.com Fantasy

Football Player of the Year Candidates

Trending Topics

Fan of the Day

NFL.com Stats Zone Presented by SAPSocial Wall


Team vs. Team Comparison

Path to the Super Bowl Twitter Heat Map

Super Bowl Facts

Fan Videos

NFL.com Stats Zone Presented by SAPTop Ticker


NFL.com Stats Zone Presented by SAPBack, Left & Right Screens


SAP Run Simple Messaging SAP HANA Facts

Video Pitch Call-to-Action

SAPSponsorships.com/SuperBowl

SAPSponsorships.comSuper Bowl XLIX

Homepage Takeover


Super Bowl XLIX Homepage Takeover

• Content hub for all SAP-produced content at Super Bowl XLIX

• Overview of SAP’s partnership with the NFL


Super Bowl XLIX Articles & Videos

Gallery of fan video pitches for the NFL.com Fantasy Player of the Year

Call-to-action driving to fantasy player voting on NFL.com


Fan photos aggregated from Instagram using designated Super Bowl XLIX hashtags

Twitter Feeds:• @SAPSports• @NFL• @NFLFantasy• @Seahawks• @Patriots

Super Bowl XLIX Review

Super Bowl XLIX Activation Metrics

Super Bowl XLIX Review


Documents

Super Bowl XLIX Fan Engagement Recap_No cust prog