The site, features tweets about the game in the week leading up to and during the Super Bowl on Feb. 6, encourages users to engage with others through Twitter and uses a graphic of a football grid to show which team is winning in share of Twitter traffic (on Monday morning the Pittsburgh Steelers had 60% of Twitter chat; the Green Bay Packers, 40%).
“We decided this would be the best way to engage the passionate NFL fan and be part of conversation that goes on around the Super Bowl,” Alex Craddock, head of USA marketing at Visa, told BtoB.
“TV is phenomenally successful and has worked well for us, but we felt this was a more innovative and engaging way to complete the campaign,” he said.
Visa is also running TV spots, called “Fans for Life,” leading up to the game and in the pregame show. The spots were created by TBWA/Chiat/Day, Los Angeles, and offer a grand prize of tickets for life to Super Bowl games.
The campaign is aimed at NFL fans, including consumers and small-business owners, and encourages them to use their Visa cards.