Mom may not be surfing sports sites this weekend, but the more than 22 million men following the professional football draft online will have a chance to witness unforgettable Mother’s Day moments featuring six top-level college football players. In the days leading up to the draft, PANDORA Jewelry helped several expected first round draft picks to thank their biggest fans: their moms.
Just days before the April 25 draft, PANDORA captured Mother’s Day “surprise moments” as Barkevious Mingo, Geno Smith, Tyler Eifert, Sheldon Richardson, Eric Fisher and Luke Joeckel selected heart-felt charms representing their mom and their unique mother/son relationship. A video of each player surprising his mother will run as pre-roll on the ESPN, Fox Sports and CBS Sports websites from Thursday, April 25 through Friday, May 3.
This particular digital campaign is one of several efforts targeting men and sports enthusiasts that PANDORA will begin running today. It also builds upon the male-focused gift giving efforts of PANDORA over the past couple of years under the leadership of Angel Ilagan, Vice President of Marketing, PANDORA North America.
“We are always looking for new and relevant ways to reach the male audience leading up to Mother’s Day and throughout the year,” said Ilagan. “We know men are glued to sports websites nearly year round with various drafts, playoffs and championship games across sports, and we wanted to show the ‘everyday son and husband’ that PANDORA is a personal and genuine way to thank mom and show how much you care.”
This is not the first time that PANDORA has reached a male demographic with a shared interest in sports. For its Valentine’s Day 2012 and 2013 campaigns, PANDORA ran a mobile campaign that targeted men browsing weather, entertainment and gaming sites from their smart phones between college bowl games and professional football plays. Last May, PANDORA featured ESPN football analyst Mel Kiper, Jr. in a digital campaign showcasing his “Top Picks for Mother’s Day.” The targeted campaigns have had great results to date, with more than 50,000 visits to microsites that show men how to select charms for the special woman in their lives.
Digital ads featuring Kiper, Jr. will run again this year on ESPN.com from April 25 through May 3 to support the new Mother’s Day pre-roll campaign. PANDORA will also post special behind-the-scenes content, including photos of each player and his mom, on its @PANDORA_NA Twitter channel and select U.S. geo-targeted messages on its Facebook page.
The PANDORA Mother’s Day campaign, including the creative development, media buy and social media execution was developed in partnership with PANDORA’s Agency of Record, Baltimore-based GKV.
PANDORA inspires women to embrace and express their individuality and celebrate life’s unforgettable moments with their family and friends. The leading jewelry brand is best known for its charm bracelets and the Moments collection of hand-finished sterling silver and 14k gold charms. The PANDORA collection also offers pendants, necklaces, stackable rings, watches and earrings.