SAN FRANCISCO Interpublic Group’s McCann Erickson here will launch a $2 million brand awareness campaign tomorrow for the San Francisco 49ers, the client said.
The “Faithful” campaign, based on the relationship between the National Football League franchise and its fans, strives to create an emotional connection between the two parties.
One print ad reads, “Faithful is third and nine and the wind is howling in from the Bay, and it’s barely 40 degrees, the fog is thick, it’s just now starting to rain and you’re thinking, ‘Yeah, we’ll get this first down.’ “
Ads break in the San Francisco Chronicle and San Jose Mercury News.
Television spots revolve around a main character, The Gatekeeper, who has worked turnstiles at 49ers games since the beginning of time. He stands at the gate, gauging the depth of each fan’s love for the 49ers. After being satisfied with the dedication of each fan, he allows them into the stadium. Radio spots will follow the creative tone of the TV work.
All the ads close with, “49ers Faithful can buy their tickets at 800-746-0764.”
“We are proud of our faithful and loyal fans and this campaign will help us celebrate their long-standing support of the 49ers,” said David Peart, vice president of sales and marketing for the team.
The campaign targets adults, 25-54, which have been longtime followers of the 49ers. The demographic also includes people who may have become more loyal after the team’s success throughout the 1980s and early to mid-’90s.
Early July is a time when people are looking to purchase season and individual game tickets, according to the client.
The media buy includes print, radio, TV, transit shelter, outdoor and the Internet. The client said the campaign would eventually extend to the Sacramento, Calif., market.
McCann Praises 49ers Faithful
