UPDATE: Sept. 11, 2024: JCPenney confirmed that its “Really Big Deal Reveals” campaign will run during “Thursday Night Football” broadcasts on Prime Video. The retailer can be returning as sponsor of this system’s post-game show.
- JCPenney is returning to NFL promoting on Amazon Prime Video with a “Really Big Deal Reveals” campaign that can last throughout the football season, according to a press release.
- Ads running across the streamer’s “Thursday Night Football” broadcasts promote deals which are available Friday through Sunday in stores and online. The spots feature a roster of celebrities, including Shaquille O’Neal and Martha Stewart, as they toss a pigskin and highlight different products relevant to their background.
- JCPenney is supporting the hassle with social media, online video, email and in-store signage, as well Spanish-language ads appearing on other streamers. Prime Video continues to attract advertisers thanks to a slate of premium live programming.
JCPenney is reupping its playbook around Prime Video’s pro football programming because the NFL season gets underway. The department store chain last yr sponsored the post-game show for “Thursday Night Football,” a partnership that helped to boost brand consideration, awareness and consumer sentiment, according to Carl Byrd, vice chairman of creative and brand synergy at JCPenney, though the manager didn’t break out specific metrics.
“This yr we knew we wanted to make things larger, and worked to create a campaign that delivers energy, personality and humor with our celebrity partners, that are among the biggest names in entertainment,” said Byrd in a press statement.
While Byrd’s comments indicate “Really Big Deal Reveals” has a more expansive media plan in 2024 beyond the post-game show, it wasn’t immediately clear when the ads will appear (the discharge states “during gameday” without naming “Thursday Night Football,” specifically). Marketing Dive has inquired for extra details and can update this story pending a response.
“Really Big Deal Reveals” can be in marketplace for 16 weeks, encompassing many of the NFL season, and can highlight a fresh slate of limited-time offers each week. Football season aligns with several key sales occasions for JCPenney, including the vacation shopping rush.
A series of spots lean heavily into celebrity partners comparable to O’Neal, Stewart, Gabrielle Union, Walker Hayes and Jenny Martinez and showcase goods in categories like fashion, beauty and more. Each celebrity will promote products relevant to their background: O’Neal’s business is concentrated on his Shaquille O’Neal XLG big and tall line of apparel while Stewart’s is devoted to home goods.
JCPenney’s in-house creative agency is behind the Prime Video blitz, with an assist from Camp Lucky and Jersey Legends Productions, a multimedia firm co-founded by O’Neal and Michael Parris.
“Really Big Deal Reveals” is a component of JCPenney’s marketing strategy centered on value and reaching diverse audiences. The retailer last yr announced a $1 billion turnaround plan that included a brand new brand positioning around accessibility, revamped loyalty and reinforcing a commitment to positive change.
Prime Video has change into a destination for brands thanks to the strengths of its live programming slate, with “Thursday Night Football” the crown jewel. The prime-time NFL showcase is welcoming greater than 50 first-time advertisers this season, according to Ad Age, in addition to returning sponsors like Verizon, Subway and State Farm. Amazon has made several moves to shore up the appeal of its streaming service with marketers, including introducing commercials to Prime Video in the beginning of the yr.
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