Solution
VIZIO, America's #1 HDTV and Consumer Electronics Company, tasked Leader with creating an initiative that would help them infiltrate the sports market and increase awareness of their products. Leader developed the Top Value Performer concept as a way of demonstrating that VIZIO offered high-quality, state-of-the-art HDTVs at a reasonable price. The idea was to parallel VIZIO's unique value-based identity with NFL players who offer their teams the same value-proposition, performing at a level that clearly outpaces their salary. By demonstrating that some teams were getting Pro Bowl-caliber service out of value- priced players, VIZIO would reinforce its mission of bringing consumers advanced technology at a great price.
Service
Leader has managed the promotion since its inception providing VIZIO with ongoing coverage around a program that continues to gain acceptance among the sports media. Leader negotiates player deals, coordinates media appearances and executes the Super Bowl media tour.
Success
The two week program has earned its place in public opinion as one of pro football's highly anticipated post-season awards since its inception in 2007, despite VIZIO not being an NFL sponsor. The 2009 TVP campaign was marked by the ever-increasing use of social networks by professional athletes as a marketing vehicle to promote their own personal and business interests and generated more than 36 million media impressions which was equivalent to more than $3 million in advertising value.