NFL Canada taps Capital C for digital assignment

The agency is currently developing a "Virtual Tailgate" social platform, planned for launch in October following the 2013 season start.
Matt Hutchinson_NFL

The clock is ticking for Capital C. The agency just finished popping champagne after landing an assignment for NFL Canada a couple weeks ago and it’s already knee-deep in development of a social and digital platform for the 2013 season, which kicks off next month.

NFL Canada  partnered with Capital C (after undergoing a review with several unnamed agencies that have a particular expertise in digital and social media) for the launch of an online and social platform, says Tammy Johnson, manager of marketing and events at the organization. “This is a new initiative that ties into our overarching strategy to grow our engagement with fans in Canada.”

The digital platform that Capital C is busy developing will mimic the ritual party that takes place around an open tailgate of a vehicle, usually just before a game. Called the “Virtual Tailgate,” the platform will provide a place for NFL fans to interact with other devoted followers by sharing videos and photos as well as accessing team-specific content like contests, recipes and information, such as where to find the best bar that fans of a particular team will frequent.

“People in Canada who love the New England patriots can’t always get down [to the Greater Boston area] to see the game [for example],” says Gary Watson, who joined the agency as its ECD earlier this year. “Sure, they can watch it on TV, but we want to really personalize the experience for them and give them content tailored toward the passion they have for the teams they follow.”

Photo courtesy of Matt Hutchinson (Flickr creative commons)