Visa Inc. has featured the San Francisco 49ers all season in a humorous TV commercial based on a fanatic 49ers fan somehow making his way into the team locker room to deliver a fiery pep talk.
Now that San Francisco will face the Baltimore Ravens in the Super Bowl on Sunday in New Orleans, Visa is featuring an updated “Go Niners” version of the commercial on YouTube.
The commercial won’t be seen on TV during the Super Bowl, but as of early Friday, Feb. 1, it had already recorded well over 250,000 views on YouTube.
The original Locker Room Speech ad had outstanding performance on TV audience, but was even more successful through Visa's social media channels, says Alex Craddock, Visa's head of North America marketing.
Because the 49ers and Ravens were both featured by Visa in ads earlier in the season, the fact that they are in the Super Bowl presented an opportunity for the company to further the social media ad campaign, Craddock says.
The revised “Super Fan” ad for the 49ers represents a continuation of Visa’s congratulatory strategy which started during the 2008 Olympics in Beijing. "We've taken events unfolding in real-time and translated them into fan-engagement tools that strengthen our ties to the best-in-class teams, athletes and sports properties," Craddock adds.
In the new advertisement, 49ers coach Jim Harbaugh introduces the fan to his players as “Paul,” prior to Paul delivering his pep talk.