After three seasons in the NFL, Microsoft needed to keep consumers engaged in the Surface brand, make them aware of the device’s capabilities, and increase purchase intent. The latter was helped by the addition of new Surface Type Covers featuring the logos of all 32 NFL teams. Building on the success of prior Surface + NFL efforts, we created a versatile campaign that played at the brand and product level across a wide variety of media and inspired fans to wear their hearts on their sleeves—and their Surfaces.
The centerpiece of the campaign is Clap Your Hands, a cinematic journey that showcases the tablet being utilized by big-name NFL players, all to the tune of a very unexpected song.
The Surface Type Cover Sweepstakes kicked off the effort and the 2016 season with an easy-to-use microsite rewarding fans with a rebate offer and a chance to win Super Bowl LI tickets. The site’s main visual element quickly became an icon for the campaign, which fans experienced online via banners and page takeovers, as well as in person with motion graphics displays in Times Square and on L.A. Live and print ads in Rolling Stone, USA Today, and US Weekly.