1. Super Bowl XLIX
Fan Engagement Program Summary
February 2015

2. Fan Engagement Program Overview
NFL.com Fantasy Player of the Year Sweepstakes ………….............. 3
• Online Sweepstakes …………………………………………………….............. 6
• On-Site Video Pitch Sweepstakes ………………………………………….... 11
NFL.com Marketing Support …………………………………………………….….17
NFL.com Stats Zone Presented by SAP: Screen Content …………….. 19
• Social Wall …………………………………………………………………..……....... 22
• Top Ticker ………………………………………………………………………………..24
• Back, Left & Right Screens ………………………………………………………..25
SAPSponsorships.com/SuperBowl ………………………………………….….. 26
Super Bowl XLIX Review: Activation Metrics ……………………………... 30

3. Fan Engagement Program
NFL.com Fantasy Player of the Year
Sweepstakes

4. NFL.com Fantasy Player of the Year
Sweepstakes
For Super Bowl XLIX, SAP and the NFL worked together to create a co-branded
sweepstakes for the NFL.com Fantasy Player of the Year. SAP is the presenting
sponsor of the award, given out each year at the NFL Honors, and the sweepstakes
became the vehicle for fan engagement at the NFL Experience.
Existing Activation:
• NFL Honors
• Fan voting on
NFL.com (votes did
not count towards
final outcome)
• NFL Experience
Existing Activation:
• Presenting sponsor
of the NFL.com
Fantasy Player of
the Year Award
• On-site activation
at the NFL
Experience
NFL SAP
Co-branded
Fantasy Player
of the Year
Sweepstakes
• Fan voting
counts for
2015
• NFL Prizes
Opportunity

5. NFL.com Fantasy Player of the Year
Sweepstakes
Online Sweepstakes (January 21 – 31, 2015)
• Available to fans nationwide and on-site at the NFL Experience
• Fans submit their vote for the NFL.com Fantasy Player of the Year on NFL.com/FPOY
Prizes:
• 10 Daily Prizes (Awarded each day during the sweepstakes period)
• Five NFL Game Rewind subscriptions
• Five Autographed NFL merchandise
• One Grand Prize
• Two tickets to Super Bowl 50 in 2016
On-Site Video Pitch Sweepstakes (January 24 – 29, 2015)
• Available to all fans in Arizona at the NFL Experience
• Fans create a video pitch for who they want to win the NFL.com Fantasy Player of the year
Prizes (Awarded Separately):
• NFL Honors Experience
• Two tickets to NFL Honors and a meet-and-greet with Marshall Faulk
• One Grand Prize
• Two tickets to Super Bowl 50 in 2016

6. NFL.com Fantasy Player of the Year
Sweepstakes
Online Sweepstakes
Submission Process

7. NFL.com Fantasy Player of the Year
Online Sweepstakes
© 2015 SAP SE. All rights reserved. 7

8. NFL.com Fantasy Player of the Year
Online Sweepstakes
© 2015 SAP SE. All rights reserved. 8
Total Online Entries: 2,507
Confirmation/
Thank You Page
NFL.com
Player Vote
Parameter Passed
Confirmation/ Thank
You Page
SAPSponsorships.com
Step 1:
Fans who wanted to enter into the
sweepstakes had to visit NFL.com/FPOY
to cast their vote in order to be eligible
to enter the sweepstakes.
Step 2:
After voting, fans could click on
the “Enter Now” button to be
re-directed to the entry form
page on SAPSponsorships.com
Voting Page
Form Page

9. NFL.com Fantasy Player of the Year
Online Sweepstakes
© 2015 SAP SE. All rights reserved. 9
Step 3:
Fans would then provide
their contact information to
enter into the sweepstakes.
SAPSponsorships.com
Form Page
Confirmation/
Thank You Page
Facebook
Share
Twitter
Share
Once fans completed their
sweepstakes entry, they
were prompted to share
their vote with friends on
Facebook and Twitter for
the opportunity to earn up
to two additional entries
into the sweepstakes.
Total Page Views:
25,325

10. NFL.com Fantasy Player of the Year
Online Sweepstakes
© 2015 SAP SE. All rights reserved. 1
0
Step 4:
Once the share buttons were selected,
pre-populated posts would open in pop-
up windows for fans to share their vote.
SAPSponsorships.com
Confirmation/ Thank You Page
Facebook
Share
Twitter
Share

11. NFL.com Fantasy Player of the Year
Sweepstakes
On-Site Video Pitch Sweepstakes
Submission Process

12. NFL.com Fantasy Player of the Year
On-Site Video Pitch Sweepstakes
© 2015 SAP SE. All rights reserved. 1
2
Rules Consent &
Video Delivery
Method Selection
Fantasy Player Selection Screens
Confirmation/
Thank You Page
Registration Screens
Registration
Pages
Video Delivery to
Fans
Video Creation & Delivery
Record Your
Video
Player Selection
Social Sharing
Facebook & Twitter
Fans on-site at the NFL Experience for Super Bowl XLIX could create a video pitch for
NFL.com Fantasy Player of the Year

13. NFL.com Fantasy Player of the Year
On-Site Video Pitch Sweepstakes
© 2015 SAP SE. All rights reserved. 1
3
Confirmation/
Thank You Page
Registration Screens
Registration
Pages
Step 1:
Fans who wanted to create a video
pitch for their fantasy player of the
year registered via tablets on-site
at the NFL.com Stats Zone.
To register, fans could scan or enter in
their 6-digit NFL Experience number.
Fans could also use a manual entry
form.

14. NFL.com Fantasy Player of the Year
On-Site Video Pitch Sweepstakes
© 2015 SAP SE. All rights reserved. 1
4
Rules Consent &
Video Delivery
Method Selection
Fantasy Player Selection Screens
Player Selection
Step 2:
Once registered, fans could select
the player they wanted to make a
video pitch about.
Step 3:
Fans who accepted the sweepstakes rules were
then entered into the drawing. If fans did not
accept, they could still create a video without
entering into the sweepstakes.
Step 4:
Fans were prompted to opt-in to text message
delivery once they completed their video

15. NFL.com Fantasy Player of the Year
On-Site Video Pitch Sweepstakes
© 2015 SAP SE. All rights reserved. 1
5
Video Delivery to
Fans Via E-Mail & Text
Message
On-Site Video Creation & Delivery
Record Your
Video
Step 5:
After registration, fans proceeded to the video area
and recorded their video pitch explaining why the
player they chose should win the 2015 NFL.com
Fantasy Player of the Year
Step 6:
Within minutes of completing their video, fans will be
sent links to their video via email and text message

16. NFL.com Fantasy Player of the Year
On-Site Video Pitch Sweepstakes
© 2015 SAP SE. All rights reserved. 1
6
Step 7:
After receiving links to their video, fan
could share directly from the video page
from their computer or mobile device.
On-Site Video Delivery Facebook
Share
Twitter
Share
Video Delivery to
Fans via e-mail & text
message

17. NFL.com Marketing Support
NFL.com Online Advertising &
Promotional Support

18. NFL.com Marketing Support
© 2015 SAP SE. All rights reserved. 1
8
The NFL provided additional marketing support to drive fan participation and
voting for the NFL.com Fantasy Player of the Year.
Paid Advertising:
The creative for SAP’s digital ad-units on
NFL.com were changed to promote the
Fantasy Player of the Year Sweepstakes
during the sweepstakes period.
• Both ad-units on NFL.com/FPOY linked back
to sapsponsorships.com/SuperBowl
Earned Promotion:
NFL.com designed custom creative that
ran in NFL.com ROS digital inventory and
promoted both the online and on-site
sweepstakes

19. NFL.com Stats Zone Presented by SAP
NFL.com Stats Zone
Presented by SAP
Screen Content

20. NFL.com Stats Zone Presented by SAP
© 2015 SAP SE. All rights reserved. 2
0

21. NFL.com Stats Zone Presented by SAP
© 2015 SAP SE. All rights reserved. 2
1

22. NFL.com Stats Zone Presented by SAP
Social Wall
© 2015 SAP SE. All rights reserved. 2
2
Team vs. Team Word Cloud
Fan Opinion Poll
Super Bowl XLIX Countdown
NFL.com Fantasy
Football Player of the
Year Candidates
Trending Topics
Fan of the
Day

23. NFL.com Stats Zone Presented by SAP
Social Wall
© 2015 SAP SE. All rights reserved. 2
3
Team vs. Team
Comparison
Path to the Super Bowl Twitter Heat Map
Super
Bowl Facts
Fan Videos

24. NFL.com Stats Zone Presented by SAP
Top Ticker
© 2015 SAP SE. All rights reserved. 2
4

25. NFL.com Stats Zone Presented by SAP
Back, Left & Right Screens
© 2015 SAP SE. All rights reserved. 2
5
SAP Run Simple Messaging SAP HANA Facts
Video Pitch
Call-to-Action

26. SAPSponsorships.com/SuperBowl
SAPSponsorships.com
Super Bowl XLIX
Homepage Takeover

27. SAPSponsorships.com/SuperBowl
Super Bowl XLIX
Homepage Takeover
• Content hub for
all SAP-produced
content at Super
Bowl XLIX
• Overview of
SAP’s partnership
with the NFL

28. SAPSponsorships.com/SuperBowl
Super Bowl XLIX
Articles & Videos
Gallery of fan video
pitches for the
NFL.com Fantasy
Player of the Year
Call-to-action
driving to fantasy
player voting on
NFL.com

29. SAPSponsorships.com/SuperBowl
Fan photos
aggregated from
Instagram using
designated Super
Bowl XLIX hashtags
Twitter Feeds:
• @SAPSports
• @NFL
• @NFLFantasy
• @Seahawks
• @Patriots

30. Super Bowl XLIX Review
Super Bowl XLIX
Activation Metrics

31. Super Bowl XLIX Review
© 2015 SAP SE. All rights reserved. 3
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