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                                      2021 SHORTLIST

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                                      FOX SPORTS + WENDY'S COLLEGE FOOTBALL PARTNERSHIP

                                      Entrant Company: FOX Sports

                                      FINALIST

                                      Most Creative Partnership (Without an Athlete or Influencer)

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                                      ABOUT THIS ENTRY

                                      FOX’s strategy for the cross-screen partnership provided Wendy’s with the opportunity to integrate seamlessly across both linear and social to create a unique fan experience in this unique year.

                                      How does this represent “Excellence in Engagement”?

                                      The program FOX produced for Wendy’s unleashed the full power of FOX Sports’ cross-platform capabilities and innovative placements. The use of in-game broadcast promotion combined with exclusive, interactive digital branded content helped fans feel closer to the game than ever. By giving fans the opportunity to determine broadcast elements and choose the type of content they wanted to see, FOX elevated Wendy’s to new heights of engagement within Big Noon Kickoff and College Football on FOX. This has been widely regarded as a best-in-class execution by all parties, and the success is driving both Wendy’s and FOX to continue to pursue a fan-driven approach moving forward.

                                      Objective: Throughout the pandemic, people have been disconnected from others in all aspects of their life, big and small. As College Football approached, and fans across the country were looking for safe ways to participate in the season, FOX had to think differently about how to engage with them. Wendy’s wanted to deliver on their brand promise of “We Got You” by meeting the needs of fans in this “new normal” to bring fun – and food! – to our audience. FOX Sports crafted a never-been-done-before 360-degree approach using cutting-edge social listening technology and enabling fans help influence the conversation every weekend. In partnership with Twitter, we were able to bring fans the on-the-field live streaming access they were craving, at a time when in-person attendance was not an option. 

                                      Strategy & Execution: This season, FOX embraced the modern fan’s cross-platform content journey throughout the week and created unique branded elements meeting the virtual needs of 2020, all with the goal of bringing fans closer to the game than ever with Wendy’s.
                                      • “Fan Produced TV” segments (4X) appeared throughout the on-air season.
                                      • Wendy’s Twitter Topic (6x) - a mid-week poll tweeted out for fans to vote on the segment discussed in Big Noon Kickoff. After air, the winning topic segment was posted so fans could see the payoff in social video.
                                      • Wendy’s Viewer’s Choice Cam (7x) - a mid-week poll tweeted out for fans to vote on the alternate camera angle they’d like to see in the Big Noon game on FOX. Winning choice was livestreamed on Twitter for fans to turn into an alternate viewing experience for the entire game, thanks to Wendy’s.
                                      • Talent Q&A (6x) – trusted fan favorite FOX CFB talent posted video asking for questions to answer during the Q&A session to follow. Featured talent responded to 5-6 of the fan-sourced questions in Wendy’s branded videos.
                                      • Sponsored Moment (6x) - A thread of graphics posted the Monday following the game recapped the best CFB moments, including Wendy’s tweets

                                       

                                      Results:

                                      With 78 digital posts across the season, the FOX/Wendy’s partnership performed exceptionally well. The campaign averaged 35k votes per poll and 972k real-time views per livestream, exceeding historical benchmarks. The partnership saw Wendy’s average views per stream rise +139% year over year.

                                      One of the most successful elements, the Viewer’s Choice Cam, totaled 453k votes and 9.4MM total views alone. The Choice Cam streams even outperformed some of FOX’s other premier livestreams, beating the Daytona 500 Watch Party by 20% and World Series Watch Party by 7%.

                                      Fans who engaged with the FOX polls on Twitter saw significant lifts across the board. They were more likely to associate Wendy's with NCAA (+23%), view Wendy's more favorably (+11%) and more likely to visit a Wendy's store in the next 7 days (+7%)!

                                      PRODUCTION

                                      FOX Sports

                                       

                                      CREDITS

                                      SVP, Digital & Social Sales, FOX Sports
                                       
                                      Sr Director, Integrated Sales & Marketing, FOX Sports
                                       
                                      VP, Ad Sales Strategy, FOX Sports
                                       
                                      SVP, Sports Ad Sales, FOX Sports
                                       
                                      EVP, Digital, FOX Sports
                                       
                                      SVP, Production, FOX Sports
                                       
                                      SVP, Productions, FOX Sports
                                       
                                      VP, Digital, FOX Sports
                                       
                                      Director, Social, FOX Sports
                                       
                                      Sr Director, Content Operations, FOX Sports
                                       
                                      Sr Director, Video, FOX Sports
                                       
                                      Manager, Sports Brand Partnerships, FOX Sports
                                       
                                      VP, Ad Sales Strategy, FOX Sports
                                       
                                      VP, Ad Sales, FOX Sports
                                       
                                      Account Executive, Digital, FOX Sports
                                       
                                      SVP, Investment, Spark Foundry
                                       
                                      Assoc. Director of Digital & Content, Spark Foundry
                                       
                                      Associate Director, Spark Foundry
                                       
                                      Search and Social Manager, Spark Foundry
                                       
                                      Digital Manager, Spark Foundry
                                       
                                      VP, Video Investment, Spark Foundry
                                       
                                      Manager, Spark Foundry
                                       
                                      Connections Manager, Spark Foundry
                                       
                                      VP, Group Director, Spark Foundry
                                       
                                      Client Account Manager, Twitter
                                       
                                      Lead Client Partner, Twitter
                                       
                                      Sr Manager, Brand Partnerships, Twitter
                                       
                                      Senior Sports Manager, Twitter
                                       
                                      Brand Partnerships, Twitter

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