Scoring a Touchdown with Canon’s NFL Sponsorship

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For a decade, Boombox proudly served as the strategic partner for Canon’s NFL sponsorship, crafting activation strategies that were more than just your average game-day promo. Our work helped to transform Canon from a sideline observer to an integral part of the fan experience, all while showcasing the magic of photography through the lens of America’s favorite sport.

Boombox designed programs that highlighted the fun and artistic sides of photography, using football as the canvas. Our “Shoot Like a Pro” national retail promotion gave fans the chance to become credentialed photographers, shooting alongside the pros for their favorite NFL team or even the Pro Bowl.

Our “Why Do You Love Football” campaign invited fans to submit photos of their youth football experiences. The grand prize? A dream trip for the whole family to the Super Bowl and the Hall of Fame enshrinement—a once-in-a-lifetime experience fueled by the love of the game.

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Boombox also leveraged Canon’s unique access to NFL players and personalities to create a frenzy of excitement. Fans had the chance to test out the latest Canon gear with interactive product demos, capture memories with direct print photo ops featuring NFL alumni, and even borrow cameras and binoculars at NFL stadiums and the Super Bowl.

To tie in an aspect of giving back, Boombox organized photo clinics led by renowned sports photographer Peter Read Miller. And with our help, Canon donated a whopping $150,000 worth of photo equipment to NFL Youth Education Town centers, sparking a passion for photography in underserved communities.

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