Why Post-Season College & Pro Contests Can Be a Good Way to End the Season

Cap of your season-long football promotions with post-season football contests

Post-Season Football ContestsFootball season is one of the most exciting promotional opportunities of the year, but the promotional fun (and revenue growth) doesn’t need to stop with the end of the regular season. Cap off your pro and college football pick’ems with contests around the Big Game and the college bowls.

These contests are easy to pull together and fun to run, and they’re a great way to build your audience at the end of the year (and the beginning of the next).

The Big Game

Super Bowls account for 9 of the top 10 most-watched television broadcasts of all time (the 10th was the M*A*S*H series finale in 1983), and the top 4 spots are held by the 2013, 2012, 2011, and 2010 Super Bowls, all of which had more than 106.5 million viewers.

As you can see, the audience for the Big Game is huge. It’s also getting more and more diverse every year. While the majority of those who watch the Super Bowl are still male, women account for 46% of viewers. This audience – like local media audiences – also tends to be mature and affluent, with 30% of viewers bringing in a household income of $100,000 or more and 25% falling between the ages of 35 and 49.

Furthermore, a huge chunk of this audience are not regular-season football fans.

All of this means that there is huge potential for you to run a successful promotion around the Big Game.

Invite your audience to participate in a Big Game Challenge contest that asks them to answer questions about different aspects of the game, such as, “Who will win the coin toss?”, “Which team will get more rushing yards during the game?”, and “Who will be the MVP?”. Even someone who hasn’t watched a game all year could play in this contest, so your potential reach is immense.

The 2014 Big Game will take place on February 2nd, so you’ll want to start promoting your Big Game Challenge contest in January, as soon as the AFC (American Football Conference) and NFC (National Football Conference) championship games are over (in 2014, that will be Sunday, January 19th).

The Monday after the Super Bowl teams have been determined, start heavily promoting your Big Game Challenge contest with the following:

  • Run-of-Site Ads
  • Sliding Billboard & Expanding Pencil Ads
  • Traditional Media Ads or Promotional Spots
  • Facebook Cover Photo & Posts
  • Twitter Updates

Follow this promotional blitz up with an email sent one full week before the Big Game to your entire promotional database.

To encourage even more people to participate, offer a fun and valuable prize to the top picker. Here are a few ideas:

  • Grocery Store Gift Cards
  • Season Tickets for a Local Football Team
  • Big Box Retailer Gift Cards
  • Tailgating Supplies
  • Recliners
  • Grills
  • Sports Gear

You could also partner with a restaurant or sports bar that shows the game and have them host a watch party for the winner the following year.

College Bowl Games

Another huge football post-season opportunity is the college bowl championship series.

While the Big Game lasts only one day and is all about the experience, the college bowl season lasts a little over 2 weeks (December 21st – January 6th in 2013) and you could easily run a College Bowl Games pick’em where players make all of their picks at once.

This contest would be a great way to cap off the season and engage college football fans who didn’t play in your season-long college football pick’em.

You can promote your College Bowl Games pick’em the same way you promote your Big Game Challenge, starting a couple weeks before the games begin (in 2013, December 9th would be a good day to start promoting). Send an email out the following week to drive even more participation.

You can also offer prizes that are similar to those for the Big Game Challenge, and tailgating supplies in particular. You could also offer tickets to a key match-up for the next college football season if you have some available.
Running post-season football contests is a great way to capitalize on the excitement of the championships, grow your audience, and generate even more revenue around football.

For more information about how to succeed with all of your football promotions, download the Football Promotions Revenue Made Easy playbook.


Sources: The Hollywood Reporter, MediaPost

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