Mobile Commerce Daily is now Retail Dive: Mobile Commerce! Click here to learn more!

Visa sends cardholders to Super Bowl via mobile initiative

 Global payments giant Visa is partnering with the NFL to give consumers a chance to win a trip to Super Bowl XLVI. 

For the third year in a row, Visa is sponsoring Yahoo’s Sports Fantasy Football to target sport fans. The company is also giving away 10 trips to the Superbowl for consumers who use their Visa cards. 

“What we’ve observed of NFL fan behavior – and of sporting fans, more generally speaking – is that they are extremely connected socially throughout the season,” said Alex Craddock, head of North America marketing for Visa Inc., Los Angeles. 

“They seek to share the NFL experience in a variety of ways – fantasy leagues, game viewing parties, social media sharing – many of which are further enabled by mobile devices,” he said. 

 Swipe to win
Visa will automatically enter consumers who use their Visa cards before Dec. 27 into a sweepstakes to win a trip for 11 to Superbowl XLVI in Indianapolis. 

The prize package consists of tickets to the Superbowl game, airfare, hotel accommodation, a Visa gift card and access to exclusive NFL-sponsored events, including a party and a meal with a player. 

Additionally, Visa’s partnership with Yahoo signals the company’s commitment to meet consumers on every platform, specifically sports fans. 

A screen shot of the Yahoo Fantasy Football app 

Visa plans to unveil a national advertising campaign in October, which is planned to include mobile aspects. 

“Visa has been a sponsor of Yahoo Sports Fantasy Football for the last two seasons, and we were happy to participate again this year to exclusively sponsor their mobile and iPad extensions given their relevance to our cardholders,” Mr. Craddock said. 

Fast phones
Visa’s partnership with the NFL is an example of a campaign that uses mobile as an additional channel to other marketing initiatives. 

However, the campaign is also further proof that the sports industry has unlimited possibility to reach mobile consumers, which includes mobile content and streaming. 

More specifically, sports organizations are tapping into broadcast networks to give consumers access to games via additional screens. 

For example, DirecTV recently began letting sports fans watch football games on their handheld devices (see story). 

In addition, NASCAR recently teamed up with WatchESPN to give car fans exclusive access to races (see story). 

“We recognize the valuable and powerful role that non-traditional channels, including mobile and social media, play in fostering conversation among fans around major sporting events,” Mr. Craddock said. 

“Utilizing these channels, especially leading up to and during a major sporting event when interest is at its highest, is critical to bringing our campaigns to life and connecting with consumers closer to the point of the transaction,” he said.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York