Monday
Sep132010

Football, Phillips-Van Heusen Call Consumers For Hall Of Fame Names

September 13, 2010: For the second consecutive year, the Pro Football Hall of Fame has joined with Phillips-Van Heusen and J.C. Penney to give fans a forum and unofficial voice regarding the Class of 2011.

The campaign to support the alliance will include TV, print, Internet and POP. New to this year's push are several layers intended to involve fans and consumers to a greater degree and also to "educate and empower" those participating. The Pro Football Hall of Fame is unveiling its official list of nominees for 2011 induction on Sept. 13.

“Last season, we saw an outpouring of interest and passion from football fans across the country,” Mike Kelly, evp-marketing for Phillips-Van Heusen, said in a statement. “This year we are amplifying their experience, by providing them with an engaging platform to voice their opinions and we are even calling on the Hall of Famers to get their views on these age-old debates.”

The "Fan’s Choice" effort does not affect official Pro Football Hall of Fame voting other than offer fans and consumers a venue to express their opinions. Last season nearly 1.5 million votes were cast to determine the Fan’s Choice Class of 2010. The fans voted for 2010 Hall of Fame inductees Jerry Rice and Emmitt Smith.

"Fan’s Choice" will be is supported by a campaign anchored across such ESPN platforms as Monday Night Football, ESPN Radio, ESPN the Magazine and ESPN.com. New this year, ESPN will host a vanity URL that will direct fans to vote on the site. “Steve Young Fan’s Choice” and J.C. Penney’s “Van Heusen Fashion” commercials will debut during ESPN's Monday Night Football game on Sept. 13.

Ads will also run on the NFL Network and across various digital outlets, including AskMen.com, Weather.com, Yahoo! and Google. Support includes a coordinated effort across Facebook.com and Madden EA 2011 in-game messaging. The Fan’s Choice campaign will be visible at more than 1,110 JCPenney stores nationwide with instore signage and displays featuring Steve Young "encouraging football fans and shoppers to visit the dedicated Web site.

An 80 x 60 foot Times Square Billboard at 42nd and Broadway will feature Steve Young, Warren Moon, Jerry Rice and Roger Staubach.

The campaign will conclude on Feb. 5, 2011, when the Fan’s Choice Class is revealed on national TV prior to the Pro Football Hall of Fame Class of 2011 inductee announcement, which will be done in Dallas during Super Bowl XLV events..

Among other elements, one consumer will earn the opportunity to reveal the Fan’s Choice Class of 2011 alongside Steve Young in Dallas on national TV prior to the official Class of 2011 announcement; and visitors earn points for voting and getting their friends to vote. Collect enough points and earn prizes, from signed helmets and discounts to entries into sweepstakes. Fans can vote as often as they want. (Full details here).

“As one of America’s largest retailers for licensed sports apparel we know our customers are passionate about football,” Steve Lawrence, evp and senior general merchandise manager of Men’s at JCPenney, said in a statement. “With the launch of an exciting and interactive experience on Fanschoice.com – supported by our comprehensive advertising campaign on ESPN’s Monday Night Football – we are able to engage with these fans while inviting them to discover high-quality affordable men’s fashion that make JCPenney a preferred shopping destination.”

Football Hall Of Fame Dresses Up Class Of 2010 With Phillips-Van Heusen

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