The Challenge: Schools were cutting athletic programs and the NFL understood the importance of youth in building a long-term fan strategy. While the NFL had some popular activities for children (Punt, Pass & Kick and NFL Flag), their online presence specifically for kids and football was not strong.
The Solution: Circle 1 Network researched, designed, and launched the NFL's official Web site for kids, PlayFootball.com. The site was produced based on extensive research with the 8-14 year-old audience to determine their online sports interests and preferences. The Web site is highly interactive and full of games and information, with the design chosen by kids.
The Results: PlayFootball.com has had steady traffic growth of better than 30% throughout its premier season. A loyal kid user base returned regularly to interact with the site. The site earned praise from publications like the Atlanta Journal-Constitution, Christian Science Monitor, New York Daily News, Tampa Tribune, Cox News Service and Milwaukee Journal Sentinel.
