An in-house campaign from the LA Rams and sponsor Rocket Mortgage built buzz and excitement ahead of the 2021 NFL Draft led by a comic social fronted by super-fan Rebel Wilson.
The three-minute video, launched on 26 April, created in-house and helmed by Director Justin Polk, sees the actor spread her irreverent brand of comedy across the team as she interacts with Rams Head Coach Sean McVay, General Manager Les Snead and several star players including defensive tackle Aaron Donald and new quarterback Matthew Stafford.
Indeed, cameos abound in this promo as Wilson seeks to make herself useful – offering suggestions to these skilled and seasoned football professionals on how to run her favourite team – as she tours around the Rams’ 9,000-square-foot ‘Rocket Mortgage Draft House’ in Malibu, California.
The creative also promotes a contest, running from the last week of April through to 3 May, which sees the Rams and Rocket Mortgage run a sweepstakes offering one lucky fan and three guests to stay in the ‘Rocket Mortgage Draft House’ from 14 to 16 May.
The spot also seeks to entertain and to drive fans online to explore more about the Rams Draft at therams.com/draft.
“We set out to create a campaign that is light-hearted and fun to show off our Draft House,” explained LA Rams VP of Partnership Marketing Lexi VonderLieth. “Immediately, we thought of working with Rebel, given her comedic genius combined with her passion for the Rams. Rebel has been a Rams fan since we returned to L.A.”
“Our goal with this campaign is to create something very unique to connect fans to our team and players,” VonderLeith added. “In addition, we wanted to put a new spin on the NFL Draft, leaning into our hometown of L.A. and what differentiates us as an organization.”
Comment:
It’s a shame for Ram’s fans that the team doesn’t have a first round pick in the NFL Draft this year.
But clearly that didn’t stop the team’s marketing department from seeking to stir up some pre-Draft excitement.
This funny spot is awash with NFL cameos and feels fresh and positive following on from a chaotic and challenging 2020 sports marketing year which saw the NFL Draft held virtually via a telecast from the commissioner’s basement.
NFL marketers in general and Rams marketers in particular will be hoping this Draft will mark the start of a return to normal for the 2021/22 season which will culminate when the Super Bowl returns to Los Angeles for the first time in 20 years on 13 February at the team’s SoFi Stadium in Inglewood, California.
All three days of the 2021 NFL Draft were broadcast on NFL Network, ESPN and ABC (including two nights of primetime coverage on Thursday and Friday).
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