The Applebee’s NFL partnership is looking to bring out the best attributes of both the NFL and Applebee's in a fun & entertaining way, all while driving sales throughout the season utilizing unique promotions. And when you think about it, Applebee’s already operates a lot like an NFL franchise. Its managers are like coaches, its staff are the players, its regulars are its fans and its stadium are its restaurants. We’ve combined these worlds to make sure fans are Eatin’ Good in the Neighborhood.

Drama. Football. Boneless Wings. And the National Treasure: Dan Campbell.

Famously Effective

Applebee’s ignited cultural value by merging the worlds of casual dining and professional football, leveraging NFL stars Dan Campbell, Brock Purdy, and Saquon Barkley to expand our reach. This blend connected sports enthusiasts and everyday diners, creating a synergy that amplified excitement and deepened audience engagement. By featuring these high-profile athletes, we tapped into their fan base, boosting the promotion with their recognizability and charisma.

To maximize impact, we strategically distributed content across mediums like TV commercials, social media, and the Pat McAfee Show. Rather than a short-lived push, we sustained the momentum by launching each promo over several weeks, sparking ongoing conversations throughout the Pre-Season and positioning Applebee’s at the intersection of dining and sports culture.

Effective

2.2B+ impressions, achieved in the first week

39% increase in mentions of Applebee’s on socials, 84% increase in impressions, and 15.1% increase in positive brand sentiment.