Partnership:

NFL and Amazon

Description:
The National Football League teamed with Amazon to promote the 2019 NFL Playoffs. With the NFL Playoffs underway, the partnership helped football fans learn everything and more about the game and about their favorite teams. The NFL partnered with Amazon’s Alexa to debut a standalone voice-enabled app called “A Rookie’s Guide to the NFL." Its purpose was to educate fans and guide them through the entire 2019 NFL Playoffs until a Super Bowl champion was crowned on February 3, 2019 at Mercedes-Benz Stadium in Atlanta, GA. While it was communicated through the Alexa device, the technology itself was built in-house by the league’s Digital Lab. a division of the NFL’s media group, that utilizes technological innovations and products with the goal of enhancing the fan experience at the stadium or at home.

The skill also included a five-minute podcast titled “Game Plan” that prepped fans for each of the four rounds of the playoffs. The program was hosted by former New York Giants defensive end Osi Umenyiora and will provide his unique insight into the weekend’s action and what to look for, from an individual who experienced it all first-hand. There were weekly Monday updates of the podcasts through the Super Bowl.

Partnership Opportunity:
NFL/Sports
Company:
NFL
Partner/Category:
Amazon /Retail
Timing:
January 1st Quarter 2019
Target:
Male
Female
Tweens
Teens
Adults
Promotional Elements:
Branded Content
Media Elements:
Mobile
Online
Signage
Social Media
Celebrity Appearance / Endorsement
Created On:
2020-11-30
Last Modified on:
2019-01-07
Companies Involved
NFL
Tuck

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