By Barry Janoff
October 2, 2013: Terry Bradshaw, Warren Moon, Joe Namath, Jerry Rice and Barry Sanders are former NFL stars whose big numbers gained them entrance into the Pro Football Hall of Fame.
Now, they are helping others to gain big numbers.
The sports legends are among a group of players starring in a $30 million marketing campaign and related activation for Powerball. The effort is under the auspices of the Multi-State Lottery Assn.. the non-profit, government-benefit association owned and operated by its 33 member lotteries, which oversees Powerball.
The effort is anchored by a series of TV spots that will air in Powerball markets nationwide, Support includes Internet and social media destinations.
The campaign also supports the first Pro Football Hall of Fame Fan Festival, scheduled for the I-X Center in Cleveland, May 3-4, 2014. More than 100 members of the Hall of Fame are expected to attend.
Through the Powerball promotion, 200 Powerball winners in 18 states will have the opportunity to attend an invitation-only "Ultimate Tailgate Party," being held the evening before the Fan Festival. The event will feature a bevy of Pro Football Hall of Famers. (Full details here.)
"The Pro Football Hall of Fame is a tribute to the players that have made professional football America's most popular sport and we wanted to celebrate that by bringing the players and fans together for the first-ever Hall of Fame Fan Festival," George Veras, Pro Football Hall of Fame Enterprises president and CEO, said in a statement. "Through the promotion with Powerball, we're able to utilize the legends of the sport to highlight the opportunity for fans to interact firsthand with the players they know and love."
In the lead TV spot, PowerBall Hall of Fame, which breaks this week, a couple is seen sitting at their kitchen table. The woman says to her husband, "Hey, for our anniversary let's give each other Powerball tickets."
"Really!" the guy responds. "Yeah," she explains. "We could win an ultimate tailgate party trip. You could hang out with some of the greatest football players ever," she says as we see Namath and Sanders greeting him and signing autographs.
"But what will you do?" he asks her. "Probably just listen to music." The scene cuts to the woman and Rice re-enacting a scene from Dancing with the Stars, where Rice was the runner-up in Season 2. "You'll love this," she continues. "It's private event with food, fun, games and over 100 Hall of Famers."
"Through the Powerball promotion, we can utilize the legends of the sport to highlight the opportunity for fans to interact with players they know and love."
"Are you sure?" he asks "I'm just thinking of you," she smiles. (See the full spot here.)
Another TV spot sees Moon throwing passes and Sanders running through the aisles of a convenience store, with Namath behind the cash register. Each commercial ends with a message from Bradshaw: "Play Powerball with Powerplay at your lottery retailer today and get in the game."
Additional broadcast ads will break in 2014.
"As a Pro Football Hall of Famer, I realize more than ever how much I owe to the fans who gave me so much support as a player," Bradshaw said in a statement. "I always receive such a warm reception from fans, and this Fan Fest is a great chance to say thanks to the Hall of Fame fans of the game."