By Barry Janoff
April 21, 2013: New Era is planning a new campaign and wants it to star super fans of the NFL.
The cap and headgear company has put out a call to find 32 fans — one from each NFL team — to take part in marketing for the "2013 NFL Back to Football Photo Day" contest. The official on-field cap partner of the NFL is asking people to submit photos of themselves not just wearing a cap, but one that explains how people "Speak with your cap."
"The 2013 NFL Back To Football Photo Day celebrates NFL fans and their passion for football, the teams and fashion," the company said in a statement. "The NFL and New Era are searching for 32 stylish fans to represent their team and have a chance to star in a 2013 ad campaign."
Now through May 17, people are asked to submit "up to three photos showing how they 'speak with your cap.' Then tell us what you're saying."
According to New Era, "At least one picture must include [the person in the photo] wearing a cap. NFL gear is not required for entry."
The winning entries will then represent their team "and personal style in an iconic photo shoot in New York" scheduled for June 10. The 32 winners will be flown to New York with a guest for a four-day VIP experience hosted by the NFL and New Era.
The promotion is open to people in the U.S., Canada (except Quebec) and the U.K. This coming season, for the first time, two regular-season NFL games will be played in London. Concurrently, the Buffalo Bills again have games scheduled for Toronto. (Full details here.)
The campaign breaks in conjunction with the 2013 NFL Draft, which will be held in New York April 25-27. New Era has created a line of caps for the event, and players will wear the cap of their new team immediately after being selected.
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