Anne Brown, marketing director for WITI, Nexstar’s Fox affiliate in Milwaukee, offered to share her station’s Super Bowl promos. If any Fox affiliates want to share their creative efforts, please let me know. My phone number and email address are always listed at the top of the column.
The 2020 Super Bowl will be played in Miami on Sunday, Feb. 2, between the Kansas City Chiefs and San Francisco 49ers. The game is being broadcast on Fox with millions of viewers expected to watch. Many Fox affiliates around the country will be creating custom promos to promote the game, and to show during the game, often starring their on-air talent.
Anne Brown, marketing director for WITI, Nexstar’s Fox affiliate in Milwaukee, offered to share her station’s Super Bowl promos. If any Fox affiliates want to share their creative efforts, please let me know. My phone number and email address are always listed at the top of the column.
Here’s what Brown said about the creative process with her staff and final results.
With the Super Bowl airing on Fox this year, we wanted to capture some of energy leading up to it and promote our evening teams. As an avid sports fan, I’ve seen my share of those brilliantly produced and emotional pieces that get you all excited for coverage, and had that in my head when we first started talking about promotion.
Our first idea was to have our anchors walking into the station with headphones with fans cheering them as they walk in (all in slo-mo) — much like you see players doing. We morphed from that to the concept you see now. We (the creative team) sat around a table and kept tossing out ideas and landed here. We created a version for each anchor and then produced a few of the whole team in different lengths.
As with the big time Super Bowl commercials, much of the buzz is generated before the actual game and we thought launching them on our air as well as sharing them socially would help build that buzz for us. We debuted the team version in the NFC Championship Game coverage, which is a big audience all over the country, but with the Packers in the game, it was a huge opportunity for Fox 6.
Being able to use the NFL on Fox music was a great addition. I reached out to our affiliate relations team at Fox and got the green light on that. It’s all pushing to Super Bowl coverage, so it works for everyone.
We’re getting good feedback from the spots now that they’ve all hit the air. Our creative team really loved this project — it’s great to try different things and see how it all comes together.
The anchors were really supportive and loved making them too. Even though the Packers aren’t in the Super Bowl, the Fox 6 team will be there for our viewers.
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