ESPN is apparently willing to invest a lot time and effort into their research department. In an effort to demonstrate the effectiveness of advertising on ESPN’s NFL content, the company created a completely fictional candy bar called the High 5 and hired an agency to create a promotional campaign behind the High 5. TV, radio, online -- the whole package.
High 5, ESPN’s Fictional Candy Bar, Sounds Delicious
Ad Week reports that the approval numbers from viewers who saw the spot during ESPN’s NFL coverage indicated they would pay a “10 percent premium” for the candy bar.
Ultimately, the High 5 results suggest that the NFL is perhaps the most engaging content in which to advertise. Fans have such a strong affiliation with the NFL that it gives a “lift” to client brands-so much so that many consumers said they’d be willing to pay more money for a product showcased in that particular context.
Despite the lockout, the NFL is still one of the premier brands in America. They dominate TV ratings what seems like every week and the brand continues to grow (unless they screw the pooch and let the lockout cost us games). It’s not surprising then that they’re one of the most popular (and expensive) brands to work with.
It appears this is one of the TV spots they used in the campaign:
Make you hungry for a candy bar? Check out the full details at AdWeek.com. ESPN went through quite a bit of trouble creating this.
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