ABOUT THE PROJECT

Faced with a blitz of marketing challenges, NFL Network's team needed a partner that could understand their objectives and rapidly deliver cost-effective, compelling digital marketing solutions. They turned to Tierra. Below are a few of the highlights from our collaboration.

Affiliate Marketing Site

During their inaugural season with NFL Network, the affiliate marketing team worked with a legacy affiliate website. Heading into their second season, they decided it was time to take greater control of the site, which serves as the main source of information and assets (programming schedules, logos and cross channel spots) for the network's MSO partners. Through a joint discovery process, NFL Network and Tierra identified three primary goals:

1. An improved design that reflected the power of the NFL brand
2. Improved navigation to help affiliates to find information and assets quickly
3. A CMS for non-technical staff to publish the site without relying on IT or programmers

Since launch, NFLN's marketing team has taken full control of content publishing and reduced the time for updates from days to minutes or seconds. In addition, integration with Comcast's ADN (Ad Distribution Network) has significantly reduced the overhead related to processing and fulfillment of cross channel spots.

Sweepstakes

Following our initial collaboration, NFL Network turned to Tierra to deliver on the design and development of several sweepstakes, a key promotional element of many of the network's initiatives, including:

• Thursday Night Rush Sweepstakes: A consumers and bar promotion to drive word-of-mouth and tune-in for the network's slate of 8 Thursday Night Football games.
• Get In The RedZone Sweepstakes: An affiliate promotion to drive sign-ups in support of the newly launched RedZone channel, "the new football channel that has changed Sunday afternoons forever."
• Great Clips/Gameday Sweepstakes: The online component of a media campaign to promote NFL's Gameday Morning, "Sunday's first and best pregame show."

I Want NFL Network

With their distribution on Comcast's video line-up coming to an abrupt end in a little more than a month, NFL Network partnered with Tierra to quickly build a site and suite of tools to keep loyal NFL fans informed of the NFL Network's point of view, any new developments in the situation and the options available to them as consumers and fans of the game. The result was iwantnflnetwork.com, with features including:

• A Flash billboard in the About NFL Network section highlighting NFL Network's position as the only place to get 24/7/365 football coverage and reminding fans of what they're missing if their provider doesn't carry NFL Network
• A provider finder tool, where fans enter their zip code to find providers in their area that carry NFL Network
• A tool allowing fans to enter their zip code and email their local Comcast GM to Voice their Opinion about the removal of NFL Network from Comcast's programming line-up

On May 19, 2009 Comcast and NFL Network reached a new, long-term carriage agreement and have since successfully partnered on the launch of NFL RedZone Channel.