UPDATE: September 11, 2024: JCPenney has confirmed that its “Really Big Deal Reveals” campaign will run during “Thursday Night Football” broadcasts on Prime Video. The retailer also returns as a sponsor of the program’s post-game show.
Diving:
- JCPenney is returning to NFL advertising on Amazon Prime Video with a “Really Big Deal Reveals” campaign that will run throughout the football season, according to a press release.
- Ads airing 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 throw on a pigskin and highlight various products relevant to their environment.
- JCPenney is supporting the effort with social media, online video, email and in-store signage, as well as Spanish-language ads appearing on other streamers. Prime Video continues to attract advertisers thanks to a range of premium live programming.
Diving Perspective:
JCPenney is renewing its Prime Video pro football lineup as the NFL season begins. The department store chain last year sponsored the postgame show for “Thursday Night Football,” a partnership that helped increase brand attention, awareness and consumer sentiment, according to Carl Byrd, vice president of creative and synergy for brand at JCPenney, though the executive did not disclose specific metrics.
“This year we knew we wanted to take things bigger and worked to create a campaign that delivered energy, personality and humor with our celebrity partners, who are some of the biggest names in entertainment,” Byrd said in a press statement.
While Byrd’s comments indicate that “Really Big Deal Reveals” has a larger media plan in 2024 beyond the postgame show, it wasn’t immediately clear when the ads would appear (the publication states “during the game,” without name “Thursday Night Football”, in particular). Marketing Dive has requested additional details and will update this story pending a response.
“Really Big Deal Reveals” will be on the market for 16 weeks, spanning most of the NFL season, and will highlight a new series of limited-time deals each week. Football season aligns with several key sales occasions for JCPenney, including the holiday shopping rush.
A number of spots lean heavily on celebrity partners such as O’Neal, Stewart, Gabrielle Union, Walker Hayes and Jenny Martinez and feature products in categories such as fashion, beauty and more. Each celebrity will promote products relevant to their environment: O’Neal’s ad focuses on his Shaquille O’Neal XLG big and tall clothing line, while Stewart’s is dedicated to home goods.
JCPenney’s in-house creative agency is behind the Prime Video blitz, with assistance 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 focused on value and reaching diverse audiences. The retailer last year announced a $1 billion turnaround plan that included repositioning the brand around affordability, renewed loyalty and strengthened commitment to positive change.
Prime Video has become a destination for brands due to the strengths of its live programming, with “Thursday Night Football” the crown jewel. The NFL prime-time show is getting 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 bolster its streaming service’s appeal with marketers, including introducing Prime Video ads earlier in the year.
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