FedEx Super Bowl LVIII Sweeps Campaign
SUMMARY:
FedEx planned to launch their 2024 NFL Super Bowl LVIII Sweepstakes. They had two main goals: To increase registrations compared to their 2020 NFL sweepstakes. And to grow incremental revenue and volume during the peak shipping season.
To succeed, they had to connect with small and medium businesses. And they needed to drive them to the sweepstakes landing and registration pages. This required digital and social channels, paid media, sales materials, and customer collateral. The timeline was aggressive — roughly eight weeks. And collaboration among numerous stakeholders, internal teams, agencies, and the NFL was crucial.
My role:
• Concept designer
• Lead landing page designer
• Lead email campaign designer
ALL COURIER/FAN TEAM UP OPTIONS:
My goal for this concept was to make this a collaboration of the target audience, small/medium business owners, and our stakeholders: FedEx. I wanted the users to be able to see themselves in the concept itself.
I created 3 different and diverse courier/fan mash-ups to use across all print and digital assets.
THE RESULTS:
200K+ unique visitors to the landing page
30,303+ total entries — up 50% from previous NFL sweepstakes
13% increase in incremental shipping volume
7% increase in incremental revenue
44% email open rate, exceeding client's benchmark
27.2 million digital impressions