Hollywood here we come American Family advertising moves into motion pictures The American Family brand wins big with our role in the movie “When the Game Stands Tall,” coming out in August. Our company’s affiliation with “When the Game Stands Tall,” reflects our support of high school sports. Related H.S. sports activities Our YouTube video series “Get 2 The Game,” features Simba Short, a 6’2” 182-pound linebacker from De La Salle high school and about 20 other high school football players. Watch for this seasons “Get 2 The Game” video series coming soon. It’s designed to show people how the athletes are pursuing their dreams. Last year there were more than 29 million YouTube views and more than 855 million media impressions. Hollywood here we come American Family advertising moves into motion pictures 07/28/2014 Another first for American Family – our brand is part of a major Hollywood film debuting in a few weeks. It’s the movie “When the Game Stands Tall”, in theaters nationwide August 22. Inspired by a true story, “When The Game Stands Tall” tells the remarkable journey of legendary football coach Bob Ladouceur (played by Jim Caviezel), who took the Concord, Calif. De La Salle High School Spartans from obscurity to a 151-game winning streak that shattered all records for any American sport. “We’re a proud leader supporting high school sports, and being a part of this film is a magnificent opportunity that mirrors our commitment to help national and local athletes around the country,” says Telisa Yancy, marketing vice president. While it’s based around high school football, one of the key messages in the book and the film is that the kids are afforded every opportunity to reach their dreams and be successful. “Powerful elements of the film clearly resonate with our Dreams Protected brand message – you can achieve your dreams with focus, determination, hard work, and resilience,” says Telisa. This is the first venture of its kind for American Family. “In a cluttered media marketplace, putting our brand in major motion pictures is a fresh, new way to create awareness about American Family with people who may not otherwise know how we can help them,” says Myles Romero, brand and consumer marketing associate vice president. The brand logo is prominently displayed during a pivotal game in the film. Beyond the millions of viewers who will see it in on the big screen, this film also amplifies our Dreams Protected brand for years after its initial release through DVDs, streaming and cable, satellite and network programming. Promoting our involvement Similar to the success we saw with our Super Bowl ad earlier this year, Marketing has developed a 360-degree approach to an integrated advertising campaign centered around the movie designed to generate brand awareness and highlight our connection to the film. As a promotional partner of the movie, American Family created a unique ad that will run in all 19 states in movie theaters and on TV. We’ll also promote it with our strong social media presence and our online site - amfam/dreams where consumers will find exclusive content to view and share. It also highlights the film’s themes in relation to dreams. And, American Family is proud to be the official sponsor of the world premiere of the film. We will measure success like we measure all other forms of out of home advertising, in part by media impressions along with awareness, engagement and perception of our brand. We’ll also measure consideration to purchase our products, online search and quoting activity and traffic on amfam. “It was easy to embrace this idea. We are always exploring new avenues to reach new audiences, and this film is a great example of how we are able to do that,” says Myles.
Posted on: Tue, 12 Aug 2014 17:00:01 +0000
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