Touchdown for Most of the NFL’s Digital Draft Sponsors

A digital draft left some NFL hopefuls as winners, and some with “better luck next time.” The same, it would appear, can be said for brands. NFL Draft sponsors Bud Light, Verizon, and Pizza Hut’s optimistic approach to the pandemic, such as encouraging fans to still boo the commissioner from home or enjoy the tradition of ordering pizza for the draft, proved to resonate, as all three brands experienced a surge in Twitter followers. The same cannot be said about Lowe’s Home Improvement, which went with a traditional COVID-19 advertising campaign centered around happiness within the home. The data shows content fatigue from solemn COVID-19 advertising, and instead, proves consumers’ need for fresh, uplifting messaging.