This week, FOX Sports and the networks of 21st Century Fox mark 100 days to the beginning of FOX Sports’ FIFA Women’s World Cup™ 2015 coverage by launching an unprecedented, company-wide multi-platform marketing initiative. The campaign officially launched with the premiere of a 60-second promotional spot yesterday during the DAYTONA 500 on FOX and is highlighted by a 30-second version airing during a coordinated 21st Century Fox 34-channel prime time roadblock on Tuesday, Feb. 24.
“The FIFA Women’s World Cup this June is going to re-ignite all the passion and fervor so many Americans experienced this past summer during the men’s World Cup,” said Robert Gottlieb, FOX Sports Executive Vice President, Head of Marketing. “All the excitement and buzz is about to take hold again, and we’re expecting the Women’s World Cup to be the can’t-miss sports and pop-culture moment of the summer”.
Following are highlights of the FOX Sports/21st Century Fox 100 Day promotional plans for the FIFA Women’s World Cup™ 2015:
· A 60-second promotional spot, directed by Joseph Kahn, titled “It’s Not Over” premiered yesterday during FOX’s Daytona 500 broadcast, typically the highest-rated sports event between the Super Bowl and Final Four in non-Olympic years. The spot connects the World Cup fever from last summer and the U.S. Men’s team’s quest with the torch being passed to the U.S. Women’s National Team this June. Coupling the USMNT with the USWNT in a single spot is an approach never before taken by a domestic broadcaster.
· The commercial features Jermaine Jones from the USMNT, Alex Morgan, Abby Wambach, Carli Lloyd and several other USWNT members.
· Directing the commercial is Kahn, a legendary Grammy Award-winning and MTV Award-winning music video director. His most recent credit is Taylor Swift’s “Blank Spaces,” and he’s helmed iconic videos for numerous renowned artists including Eminem, Britney Spears, Katy Perry, U2, 50 Cent and Rihanna.
· FOX Sports/21st Century Fox Promo Roadblock – A 30-second version of the “It’s Not Over” promo airs in prime time on 34 21st Century Fox channels simultaneously on Tuesday, Feb. 24 at approximately 8:00 PM ET. Participating channels are: FOX, FOX News Channel, FX, FXX, FXM, National Geographic Channel, Nat Geo Wild, FOX Sports 1, FOX Sports 2, FOX Deportes, FOX Soccer Plus, Big Ten Network and FOX Sports’ 22 owned-and-operated regional sports networks.
· USWNT standouts Abby Wambach, Kelley O’Hara and Captain Christie Rampone were “Honorary Starters” at the Daytona 500 yesterday, waving the famed green flag to start the Great American Race. The U.S. squad plays its first FIFA Women’s World Cup™ 2015 match on June 8 against Australia at Winnipeg Stadium, Winnipeg, Manitoba, Canada.
· Weather-Controlled Digital Billboards – Over a four-day span beginning Feb. 24, 15-second ads run 24/7 on digital billboards in Times Square and LA Live that depict the USWNT training for the FIFA Women’s World Cup™ with the theme, “They’re getting ready. Are you?” The digital boards show the team training in current weather conditions, so if the current weather is night-time snow in Times Square, the ad running shows the team training at night in snowy conditions.
· Classic FIFA Women’s World Cup™ Encore Telecasts – On Tuesday, Feb. 24, FOX Sports 1 televises three classic FIFA Women’s World Cup™ matches featuring the USWNT:
- o 8:00 AM ET: FIFA Women’s World Cup™ 1999 Final – the U.S. won its last title in a 5-4 penalty shootout over China at the Rose Bowl in Pasadena, with Brandi Chastain’s winning kick providing the difference.
- o 10:00 AM ET: FIFA Women’s World Cup™ 2011 Quarterfinal – a heavyweight battle between the USWNT and Brazil in which the U.S. prevailed 5-3 on penalty kicks after a riveting 120 minutes that featured the latest goal in World Cup history by Abby Wambach.
- o 12:00 PM ET: FIFA Women’s World Cup™ 2011 Final – an extremely hard-fought battle that was tied 2–2 after regulation and extra time led to Japan winning its first–ever World Cup title on penalty kicks.
· FOXSPORTS.com Home Page – On Feb. 24 the campaign takes over the FOXSPORTS.com home page with the same messaging as the digital billboard and adds a 100-Day countdown clock.
· Customized Graphics – A “100 Days to the FIFA Women’s World Cup™” animated logo/bug has been designed and begins appearing on FOX Sports 1 and FOX Sports 2 all day on Feb. 24.
· Program Integration – Regular newsbreaks are a trademark on FOX Sports 1 and FOX Sports 2 throughout each day, and on Feb. 24 they begin promoting “100 Days,” while all studio shows plan special promotional messaging with featured WWC countdown content.
FOX Sports is planning the most expansive multi-platform coverage ever of the FIFA Women’s World Cup™, including an unprecedented 16 matches airing live on FOX broadcast network when the tournament commences in Canada this June. FOX Sports televises all 52 games in the expanded tournament from six cities across Canada between June 6 and July 5, 2015, live on FOX; FOX Sports 1, America’s fastest growing sports network; and FOX Sports 2. Digitally, all games are available on tablets and mobile devices via the FOX Sports GO app and online at www.FOXSportsGO.com. No broadcast network has ever televised 16 FIFA Women’s or Men’s World Cup matches, and the 2015 event marks the first time since 2003 that any FIFA Women’s World Cup™ matches are scheduled for over-the-air broadcast in the U.S. Combining games with anticipated pregame, postgame and complementary programming, FOX Sports is expected to provide almost 200 hours of coverage from FIFA Women’s World Cup 2015™. Coverage begins with reports in AMERICA’S PREGAME and FOX SPORTS LIVE, Thursday, June 4, and a preview show on Friday, June 5.