UPDATE: Sept. 11, 2024: JCPenney confirmed that its “Really Big Deal Reveals” campaign will run during “Thursday Night Football” broadcasts on Prime Video. The retailer is also returning as sponsor of the program’s post-game show.
Dive Brief:
- JCPenney is returning to NFL advertising on Amazon Prime Video with a “Really Big Deal Reveals” campaign that will last throughout the football season, according to a press release.
- Ads running around the streamer’s “Thursday Night Football” broadcasts promote deals that are available Friday through Sunday in stores and online. The spots feature a roster of celebrities, including Shaquille O’Neal and Martha Stewart, as they toss a pigskin and highlight different products relevant to their background.
- JCPenney is supporting the effort with social media, online video, email and in-store signage, as well Spanish-language ads appearing on other streamers. Prime Video continues to attract advertisers thanks to a slate of premium live programming.
Dive Insight:
JCPenney is reupping its playbook around Prime Video’s pro football programming as the NFL season gets underway. The department store chain last year sponsored the post-game show for “Thursday Night Football,” a partnership that helped to boost brand consideration, awareness and consumer sentiment, according to Carl Byrd, vice president of creative and brand synergy at JCPenney, though the executive did not break out specific metrics.
“This year we knew we wanted to make things bigger, and worked to create a campaign that delivers energy, personality and humor with our celebrity partners, which are some of the biggest names in entertainment,” said Byrd in a press statement.
While Byrd’s comments indicate “Really Big Deal Reveals” has a more expansive media plan in 2024 beyond the post-game show, it wasn’t immediately clear when the ads will appear (the release states “during gameday” without naming “Thursday Night Football,” specifically). Marketing Dive has inquired for additional details and will update this story pending a response.
“Really Big Deal Reveals” will be in market for 16 weeks, encompassing most of the NFL season, and will spotlight a fresh slate of limited-time offers each week. Football season aligns with several key sales occasions for JCPenney, including the holiday shopping rush.
A series of spots lean heavily into celebrity partners such as O’Neal, Stewart, Gabrielle Union, Walker Hayes and Jenny Martinez and showcase goods in categories like fashion, beauty and more. Each celebrity will promote products relevant to their background: O’Neal’s commercial is focused on his Shaquille O’Neal XLG big and tall line of apparel while Stewart’s is dedicated to home goods.
JCPenney’s in-house creative agency is behind the Prime Video blitz, with an assist from Camp Lucky and Jersey Legends Productions, a multimedia firm co-founded by O’Neal and Michael Parris.
“Really Big Deal Reveals” is part of JCPenney’s marketing strategy centered on value and reaching diverse audiences. The retailer last year announced a $1 billion turnaround plan that included a new brand positioning around accessibility, revamped loyalty and reinforcing a commitment to positive change.
Prime Video has become a destination for brands thanks to the strengths of its live programming slate, with “Thursday Night Football” the crown jewel. The prime-time NFL showcase is welcoming more than 50 first-time advertisers this season, according to Ad Age, as well as returning sponsors like Verizon, Subway and State Farm. Amazon has made several moves to shore up the appeal of its streaming service with marketers, including introducing commercials to Prime Video at the start of the year.
