A new Applebee's campaign kicks off the 2024 NFL season shining a spotlight on three of its stars as the chain is now wearing the title of Official Grill + Bar Sponsor of the NFL. It features "San Francisco 49ers quarterback Brock Purdy, Philadelphia Eagles running back Saquon Barkley, and Detroit Lions head coach Dan Campbell."
The three are featured in a campaign dubbed Pre-Seasoning -- An Applebee's Training Camp. The series of ads takes on a docu-style social series that follows the journey of the three athletes. They are seen working and taking on the challenges of taking orders, serving orders, and overall mastering the art of customer service. This gives a more personal look at the players and their personalities.
Image Credit: Applebee's
Why This Trend Is Growing
- Athlete-endorsed Marketing Campaigns
- Brands are leveraging the star power of athletes to create relatable and engaging content that increases consumer brand loyalty.
- Docu-style Advertising
- Docu-style advertising offers companies a way to showcase their brand narrative by focusing on human stories and real-world experiences.
- Content-led Sponsorships
- Combining sponsorship with creative content allows brands to create immersive experiences that resonate more deeply with their audience.
Industries Being Reshaped
- Restaurant Chains
- Restaurant chains are utilizing innovative marketing campaigns to strengthen their association with popular cultural events, such as professional sports.
- Sports Marketing
- The intersection of sports stars and advertising opens new avenues for engaging sports fans through personalized and story-driven campaigns.
- Digital Advertising
- Digital advertising is evolving to include docu-style and narrative-driven content that can capture viewers’ attention on social platforms.
