The Moment That Marketers Live For

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When 7-year-old Joseph Perez asked Tom Brady at Super Bowl LI Opening Night, “who is your hero?” he probably wasn’t expecting the veteran quarterback to tear up in response. But in one of those moments that’s just too good to be scripted, that’s what happened.

There is probably nobody more excited about this moment than the folks on the Panini America Trading Cards brand team. Joseph is this year’s Panini Kid Reporter, a youth ambassador who will represent all young NFL fans at media events during Super Bowl week. We’ve all heard the adage “content is king,” but with his news-making question, Joseph affirms our belief that sometimes it’s not, moments are king.

We live with cluttered newsfeeds and more notifications than we can rightly manage. Every day, so much content is fighting for our attention that breaking through takes something extraordinary; something like a question that only a 7-year-old could ask.

We believe in the power of a great idea – bringing kids and their hero athletes together on a national stage. But we also believe that a great idea is only as good as the ability to pull it off. While we develop our share of big ideas with activations that engage thousands of casual fans, moments like Panini’s only happen when we find the right fan for the brand. Increasing the likelihood that these moments will happen requires a more nuanced approach; one that focuses on quality over quantity. That is, promotions that are designed for those who are highly passionate and highly engaged.

Although the growth of paid influencers as ambassadors has merit, we believe finding true fans of the brand, the team or the league helps set the stage for authentic, share-worthy moments. teamDigital creates platforms for engaging the most qualified people – in this case, fans.

For a brand, there’s something powerful to be said for having the right fan in the right place, ready to make the most of a spontaneous moment. This year, we’re proud to have worked on behalf of our clients – NFL, Panini and Courtyard by Marriott — to find three moment-making, super fans each with their own unique experience. We focused on the fans, put their fandom to the test and made them prove it in unique ways. Then we got to know them and got them ready to take on the biggest event of the year.

Expect more magical moments at Super Bowl LI. From the girl who embodies the mission of NFL PLAY 60 and will hand off the game ball on Super Bowl night, to the ultimate fan who will experience the ultimate sleepover at a Courtyard by Marriott suite inside NRG Stadium, to Panini Kid Reporter Joseph. Each of these fans exemplifies the spirit of the brands they represent.

The Super Bowl may just be the epitome of content creation and consumption: commercials, plays for the history books, and touching on-field celebrations are always staples of the big game. But marketers are interested in the moments that transcend. Like when a 7-year old raises his hand and asks the question of Super Bowl LI.

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