What happens to NFL stars after football? Some become commentators on cable TV, some open car dealerships, and a few make their way into the circus of commercials.
For instance, Periscope and Minnesota Lottery, and the Minnesota Vikings are bringing Jared Allen back just in time for the season kick-off.
“When it comes to sports fans, it’s so typical to see the face paint, cheering and tailgates. Our goal was to connect with people outside of the expected fan experience. In this case, a fan who did something unexpected with her lottery winnings,” said Periscope Group Creative Director Scott Dahl. “Jan’s the ultimate fan who embodies the love of her favorite sports team. And while the idea of having a live player diorama is absurd, we knew Jared Allen was perfectly equipped to embrace the role and make viewers laugh every step of the way.”
The full campaign, for which Allen brought back his signature mullet, horseshoe mustache and even his actual #69 player jersey straight out of the Vikings museum, includes TV, digital, social media, radio and out-of-home. Also included is an augmented reality lens for Snapchat that turns a billboard into an opportunity to give someone a virtual post-game ice bath so everyone can share in the joy of what winning really feels like.
“The vision for the campaign revolved around the anticipation of what could be, similar to the excitement before any major football game,” said Periscope Chief Creative Officer Peter Nicholson. “By bringing Jared Allen back for one last lottery game alongside a super fan, it proves anything could happen.”