Nfl Rush Campaign Analysis
NFL Rush Campaign Analysis
NFL Rush Campaign Analysis
The National Football League (NFL) began its NFL Rush campaign in 2006 with the launch of the nflrush.com website. The main purpose was to attract children, ages 6 through 14, to the NFL. In 2007, the NFL launched the Play 60 movement as part of the effort. In 2010, the NFL began an animated television series on Nickelodeon called NFL Rush Zone to better reach children. The website, Play 60, and NFL Rush Zone are the three main communication channels through which the NFL gets its message across to its target audience.
There is no explicit mission statement for NFL Rush on nflrush.com or on the NFL’s main website. The main audience is children, and they use nflrush.com as a way to connect …show more content…
O’Keefe classifies the subjective norm as “one’s general perception of whether important others desire the performance or nonperformance of the behavior” (O’Keefe, 2002, p. 102). If other people who are important to members of NFL Rush’s target audience were to reward them in some way or give them some kind of positive reinforcement for watching the show, then, according to TRA, the viewers in the target audience would be more likely to intend to watch the show again. For instance, a viewer that enjoys a conversation with a friend about the television show is an example of a reward that viewer has received and will increase his or her intention of repeating that behavior. Similarly, if other people who are important to members of NFL Rush’s target audience were to give them some kind of positive reinforcement for watching actual games or purchasing licensed NFL merchandise, then, according to TRA, the viewers in the target audience would be more likely to intend to continue that behavior. For instance, a person that enjoys watching an NFL game with a friend or family member or is complimented for wearing a piece of merchandise are examples of rewards that a person can receive and will cause an increase in his or her intention to repeat that …show more content…
Sparks says, “Priming is a process that can be understood simply in terms of associations. If you read a news story about an airplane crash, the story might ‘prime’ your thoughts associated with airplanes that you already have in your mind” (Sparks, 2013, p. 105). In the NFL Rush campaign’s case, the goal is to have the target audience’s thoughts of the Play 60 movement prime their thoughts associated with playing and having fun that they already have in their minds. Once the priming is established, then it works the other way as well: play and fun primes thoughts of Play 60. When it comes to parents, the NFL Rush campaign is trying to get parents’ thoughts of Play 60 to prime their thoughts associated with health and healthy exercise habits that they already have in their minds. Again, this works the other way as well: thoughts of health and healthy exercise habits primes thoughts of Play 60. NFL Rush’s goal is to get children and parents to make that priming connection all the way to the NFL. When children think about play and parents think about health, the NFL Rush developers want their target audience and their target audience’s parents to associate those thoughts with the NFL, thus enhancing the NFL’s brand image with that key audience. Play 60 has allowed NFL Rush to successfully establish those associations of thoughts.
Priming is definitely an appropriate strategy for the target
NFL Rush Campaign Analysis
The National Football League (NFL) began its NFL Rush campaign in 2006 with the launch of the nflrush.com website. The main purpose was to attract children, ages 6 through 14, to the NFL. In 2007, the NFL launched the Play 60 movement as part of the effort. In 2010, the NFL began an animated television series on Nickelodeon called NFL Rush Zone to better reach children. The website, Play 60, and NFL Rush Zone are the three main communication channels through which the NFL gets its message across to its target audience.
There is no explicit mission statement for NFL Rush on nflrush.com or on the NFL’s main website. The main audience is children, and they use nflrush.com as a way to connect …show more content…
O’Keefe classifies the subjective norm as “one’s general perception of whether important others desire the performance or nonperformance of the behavior” (O’Keefe, 2002, p. 102). If other people who are important to members of NFL Rush’s target audience were to reward them in some way or give them some kind of positive reinforcement for watching the show, then, according to TRA, the viewers in the target audience would be more likely to intend to watch the show again. For instance, a viewer that enjoys a conversation with a friend about the television show is an example of a reward that viewer has received and will increase his or her intention of repeating that behavior. Similarly, if other people who are important to members of NFL Rush’s target audience were to give them some kind of positive reinforcement for watching actual games or purchasing licensed NFL merchandise, then, according to TRA, the viewers in the target audience would be more likely to intend to continue that behavior. For instance, a person that enjoys watching an NFL game with a friend or family member or is complimented for wearing a piece of merchandise are examples of rewards that a person can receive and will cause an increase in his or her intention to repeat that …show more content…
Sparks says, “Priming is a process that can be understood simply in terms of associations. If you read a news story about an airplane crash, the story might ‘prime’ your thoughts associated with airplanes that you already have in your mind” (Sparks, 2013, p. 105). In the NFL Rush campaign’s case, the goal is to have the target audience’s thoughts of the Play 60 movement prime their thoughts associated with playing and having fun that they already have in their minds. Once the priming is established, then it works the other way as well: play and fun primes thoughts of Play 60. When it comes to parents, the NFL Rush campaign is trying to get parents’ thoughts of Play 60 to prime their thoughts associated with health and healthy exercise habits that they already have in their minds. Again, this works the other way as well: thoughts of health and healthy exercise habits primes thoughts of Play 60. NFL Rush’s goal is to get children and parents to make that priming connection all the way to the NFL. When children think about play and parents think about health, the NFL Rush developers want their target audience and their target audience’s parents to associate those thoughts with the NFL, thus enhancing the NFL’s brand image with that key audience. Play 60 has allowed NFL Rush to successfully establish those associations of thoughts.
Priming is definitely an appropriate strategy for the target