The Final Countdown to FIFA WOMEN’S WORLD CUP 2015 Has Begun

Soccer 05/28/2015

The final countdown to the FIFA WOMEN’S WORLD CUP 2015™ is underway, and FOX Sports has unleashed an extensive content-driven programming and marketing campaign that culminates on Friday, June 5, the day before game action begins. The campaign marks the crescendo of an unprecedented, company-wide multi-platform marketing initiative that began in 2014.

The media plan is implemented to maximize awareness and tune-in, excite fans to support the U.S. Women’s National Team and learn more about the world’s other top teams and star players. To that end, unique stories, coverage and assets like countdown graphics, digital banners and more are being shared with distribution partners across all platforms and in paid media.

Highlights of the 10-day countdown include:

• Content Driven Programming: Original content, examples of which include a short feature on the history of the Women’s World Cup, a profile on host country Canada and reports from Vancouver, is being shared each day across FOX Sports linear and digital platforms plus FOX-owned local stations and affiliates.
• Bug & Watermark: FOX and FOX Sports 1 programming includes a static FIFA Women’s World Cup 2015™ on-screen bug and watermark.
• FX Movie Marathon: On Sunday, May 31, FX runs a movie marathon featuring films with a “score to settle” theme: Total Recall, The A-Team, Men In Black and Avengers.
• FXX THE SIMPSONS Stunt: FXX airs episodes of THE SIMPSONS featuring sports- and soccer-themed episodes on Thursday, June 4.
• Fantastic Four: Custom-produced content, the result of a partnership between FOX Sports and 20th Century Fox Films, blends images from one of summer’s hottest films with USWNT stars Ali Krieger, Sydney Leroux, Christen Press and Megan Rapinoe. The effort runs June 6-July 5, and is tied to a 20th Century Fox FIFA Women’s World Cup ad buy. The Fantastic Four spots run in paid time on FOX Sports 1, FOX Sports 2, FOX broadcast network and are distributed over FOX Sports social media outlets.
• One Nation, One Team Jersey Campaign: Support of the USWNT social media campaign features FOX primetime stars, VIPs and celebrities from sports and entertainment.
• Major Market Out-of-Home Advertising: Paid media in New York, Los Angeles, Chicago, Philadelphia and Dallas/Fort Worth includes a Bryant Park subway station takeover (NYC), bus wraps (LA), wall-scape advertising (NY & LA) and digital billboards (all).

“We’ve seen interest and awareness for the FIFA Women’s World Cup, and the U.S. Women’s National Team specifically, building over the last several weeks,” said Robert Gottlieb, FOX Sports Executive Vice President, Head of Marketing. “Our final countdown is intended to ‘seal the deal’ with casual viewers and soccer-crazed fans alike so that the buzz we’re seeing leads to the Women’s World Cup being the can’t-miss sports and pop-culture event of the summer.”

The Final Countdown is just the latest in a series of aggressive marketing and communications tactics undertaken since fall 2014, some of which include:

• World Series Game 6: USWNT stars Abby Wambach and Sydney Leroux appeared on FOX broadcast network during World Series Game 6, making an appearance on AMERICA’S PREGAME, attending batting practice and were interviewed on camera during the game.
• First Women’s World Cup Promo: “FIFA Women’s World Cup 2015: Two Stars” aired during the NFC Championship Game in January.
• 100 Day Countdown: FOX Sports and the networks of 21st Century Fox marked 100 days to FOX Sports’ FIFA Women’s World Cup 2015™ coverage by launching an unprecedented, company-wide multi-platform marketing initiative. The campaign officially launched with the premiere of “It’s Not Over,” a 60-second promotional spot during the DAYTONA 500 on FOX, highlighted by a 30-second version airing during a coordinated 21st Century Fox 34-channel prime time roadblock on Feb. 24. USWNT standouts Abby Wambach, Kelley O’Hara and Captain Christie Rampone were “Honorary Starters” at the DAYTONA 500, waving the famed green flag to start the Great American Race.
• Weather-Controlled Digital Billboards: In late February, 15-second ads ran 24/7 on digital billboards in Times Square and LA Live depicting the USWNT training for the FIFA Women’s World Cup™ with the theme, “They’re getting ready. Are you?”
• EMPIRE: FOX Sports teamed with FOX’s game-changing hit show EMPIRE to debut another FIFA Women’s World Cup™ promo, this one set to music from show: FIFA Women’s World Cup 2015: Conqueror
• AMERICAN IDOL XIV: USWNT stars Abby Wambach and Alex Morgan appeared on AMERICAN IDOL XIV to announce that this year’s IDOL winner would record the official anthem for FOX Sports’ coverage of FIFA WOMEN’S WORLD CUP 2015™. In addition, the third promo premiered during the show: FIFA Women’s World Cup 2015: Score To Settle. The anthem “Beautiful Life” would eventually be performed by AMERICAN IDOL winner Nick Fradiani, and is being used in spots to promote FOX Sports’ coverage of the tournament.
• U.S. Women’s National Team Player Profiles: Custom “Hometown Hero” spots for players with local connections run on FOX affiliates, O&O’s and regional sports networks. Example: FIFA Women’s World Cup 2015: Abby Wambach Profile
• THE SIMPSONS: FOX Sports collaborated with THE SIMPSONS to promote the Women’s World Cup using a soccer-themed couch gag to open the May 10 episode (http://bit.ly/1PsgYy2) and players Alex Morgan, Christen Press & Abby Wambach were “Simpsonized” (http://foxs.pt/1cbE7bb)
• Mother’s Day: In heartwarming fashion, FOX Sports reunited USWNT players with their mothers for a special Mother’s Day surprise prior to their Send-Off Series match against Ireland. In a first, USWNT moms got to walk out onto the field with their daughters during the pre-game ceremony.

FOX Sports is set to execute the most expansive multi-platform coverage ever of the FIFA Women’s World Cup™, including an unprecedented 16 matches airing live on FOX broadcast network when the tournament commences in Canada this June. FOX Sports televises all 52 games in the expanded tournament from six cities across Canada between June 6 and July 5, 2015, live on FOX; FOX Sports 1, America’s fastest growing sports network; and FOX Sports 2. Digitally, all games are available on tablets and mobile devices via the FOX Sports GO app and online at www.FOXSportsGO.com. No broadcast network has ever televised 16 FIFA Women’s or Men’s World Cup matches, and the 2015 event marks the first time since 2003 that any FIFA Women’s World Cup™ matches are scheduled for over-the-air broadcast in the U.S. Combining games with anticipated pregame, postgame and complementary programming, FOX Sports is expected to provide almost 200 hours of coverage from FIFA Women’s World Cup 2015™. Coverage begins with reports in AMERICA’S PREGAME and FOX SPORTS LIVE, Thursday, June 4, and FIFA WOMEN’S WORLD CUP SPECIAL, a live one-hour preview show airing on the eve of match play, Friday, June 5 (7:30-8:30 PM ET) on FOX Sports 1.