By Barry Janoff
September 4, 2014: NFL fans and people in general don't need a reason to celebrate, but Visa is giving them one, none the less.
Visa has joined with a number of top retailers and financial institutions to give customers "an easier way to pay online" during the 2014 NFL season: Visa Checkout, with which the firm said people can pay online and with any mobile device in just a few clicks.
Visa, an NFL sponsor since 1995, is supporting the service with a multi-million dollar campaign to include TV, digital, social media and retailer and client activation programs.
As part of the campaign, Visa has declared Sept. 6 as "Footballentine’s Day," during which consumers who enroll in and use Visa Checkout can place an order for 18 free roses from 1-800-Flowers.com "and only pay shipping and applicable taxes." According to Visa, "Free roses orders must be placed by Friday, Sept. 5, at 4 PM EDT while supplies last." (Details here.)
In addition, Visa has joined with Pizza Hut for the "Visa Checkout One Million Pizza" promotion. Beginning Sept. 7, the first one million fans to buy a large pizza for delivery at PizzaHut.com and who pay with Visa Checkout will receive "a free large one-topping pizza redeemable on their next online order." (Details here.)
The list of online merchants and services that accept Visa Checkout also currently includes Neiman Marcus, Staples, Ticketmaster, GAP, Banana Republic and Petco. (See list here.)
The Visa Checkout effort, part of Visa's umbrella “Everywhere You Want to Be" brand position, will be anchored by two TV spots showing how the service can be used even in the most challenging of situations. One commercial, “One-Handed Catch,” stars Larry Fitzgerald, the eight-time Pro Bowl wide receiver with the Arizona Cardinals, who uses Visa Checkout to pay for items on his mobile phone while catching passes from quarterbacks Drew Brees, Colin Kaepernick and Andrew Luck.
The second spot, Surfer, shows pro surfer Kolohe Andino paying for a Pizza Hut order using Visa Checkout and getting a delivery mid-ocean while riding a tube wave.
"One-Handed Catch" will break Sept. 14 on Fox during the network's first Sunday broadcast of the season. Lead agency is BBDO, NY.
The Andino commercial breaks Sept. 7 during NFL broadcasts. The commercial was shot in August off the coast of Teahupo'o in Tahiti. Andino also has deals with Target, Red Bull, Oakley and Hurley.
“Through our relationship with merchants on creative customer promotions, we’re showcasing the easier way to pay online in a really powerful way,” Antonio Lucio, chief global brand officer for Visa Inc., said in a statement. “This campaign is a great example of how Visa is teaming up with leading merchants to showcase a better way to pay online. It also allows millions of consumers to experience and enjoy first-hand how, with Visa Checkout, we’ve brought the simplicity and speed of the ‘swipe’ to the online world.”