toyota

Toyota Bets on Yahoo's Strength in Fantasy Football

  |  September 9, 2011   |  Comments

Carmaker, Pizza Hut, and Miller Lite reap rewards of Yahoo's strong sports presence.

While Yahoo's recent struggles have been well-documented, it's sports content efforts remain a bright spot for the company and its brand advertisers. Sunnyvale, CA-based Yahoo says it has seen a 15 percent lift in new fantasy football participants for the 2011 NFL season compared to last year. Dedicated fantasy sponsors Toyota, Pizza Hut, and Miller Lite are the beneficiaries.

A Yahoo spokesperson told ClickZ News that the company "saw 26 days of six-figure sign-ups heading into the [NFL] season," which kicked off last night. ComScore's July numbers also indicate Yahoo Sports is performing strongly, reporting that the brand beat rival ESPN.com for unique visitors, 48 million to 36 million.

On the fantasy football sponsorship level, brands like Toyota are not just appearing online, but also through Yahoo Sports mobile and social plays. For instance, the carmaker is sponsoring Yahoo's fantasy football iPhone/Android app, iPad app, the "Citizen Sports" app on Facebook, and other social placements. It's the brand’s fifth year as a Yahoo fantasy football sponsor.

Toyota credits its five-year sponsorship with driving significant lift in brand metrics and traffic to its mobile and websites.

"Yahoo's game is the largest of all fantasy football games," said Toyota Senior Media Strategist Kim Kyaw. "It's a diverse audience that is incredibly passionate and engaged. It's hard to find programs online that offer the same level of built-in reach and engagement over the course of the football season."

Pizza Hut is also an iPad sponsor. And, the retail chain is running banners within Yahoo's fantasy football game, while sponsoring a sweepstakes for players who want to win a trip to Las Vegas.

Lastly, Miller Lite is sponsoring the fantasy league's recent mock and live player draft features on Yahoo’s iPhone/Android app. Consumers' last chance to join a league and draft a team is Oct. 21.

toyota

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Resources

Jobs

    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...
    • Senior Paid Search & Advertising Manager
      Senior Paid Search & Advertising Manager (Smarty Had A Party) - St. LouisCompany Description: A warm, loving, [slightly wacky] startup, we view...