Engineered for Impact: How an Auto Brand Turned Pregame Buzz Into Purchase Consideration

The Opportunity

A leading auto brand wanted to move beyond typical ad impressions during football season. The goal was to tap into the energy of iconic sports moments to drive real digital engagement, improve brand perception, and build purchase consideration among a highly engaged fan base.

The Approach

The brand secured a custom in-program integration within two of the season's biggest FOX Sports pregame shows - a Thanksgiving pregame broadcast and a Sunday regular season pregame broadcast - putting the brand front and center for the moments fans tune in for most.

The Results

The auto brand’s ad aired in two of the most-watched FOX NFL Sunday pregame shows ever, and outperformed integration norms, driving ad efficiencies throughout the season.

102% more likely to engage online compared to someone who saw the brand’s ad elsewhere
36x standard commercial units required elsewhere to generate the same impact
68% of viewers felt more positive about the brand after seeing the segment
35% said they'd consider purchasing as a result of seeing the integration

^{Source: EDO, Nielsen Sponsorship Impact Study}

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