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Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n
Experian, a data broker and credit reporting company, might have a crystal ball: It\u2019s one of the handful of companies currently running a campaign starring Travis Kelce, Kansas City Chiefs tight end and Taylor Swift\u2019s rumored partner.<\/p>\n
The campaign, meant to build awareness of Experian\u2019s new checking account and debit card, kicked off on Oct. 1, a week to the day after Swift showed up at Kansas City\u2019s Arrowhead Stadium and bejeweled the NFL. But it\u2019s been in the works for \u201cquite some time,\u201d Dacy Yee, Experian\u2019s CMO of consumer services, told Marketing Brew.<\/p>\n
As many brands have scrambled to capitalize on Traylor mania in recent weeks, Experian didn\u2019t make any creative changes to its Kelce campaign, Yee said, which includes a series of ads that will run throughout the NFL season. But the company is \u201cexcited to see his star rise,\u201d she said, noting the fortuitous timing of their partnership.<\/p>\n
Yee said Kelce was a \u201cgreat fit\u201d for the campaign not only because of his NFL accolades\u2014including two Super Bowl wins\u2014but also because of his on-screen presence and comedy chops (he hosted Saturday Night Live <\/em>earlier this year).<\/p>\n The first ad in the campaign, called \u201cStats\u201d and created by Experian\u2019s in-house agency, leans into comedy. It\u2019s meant to \u201cturn the tables on fandom,\u201d Yee said, by having Kelce marvel over a fan\u2019s payment history and lack of debt.<\/p>\n