What Time Is It? It’s Gametime!
Gametime, the ticketing app, is introducing a new spokes-character in its new TV campaign. Her name is Nicole and she is, well…everywhere.
In “What Time Is It?” Nicole bounces around to different seats at various events: basketball, football, baseball, symphony, comedy club, and concert. It’s a reminder that Gametime has tickets for a lot more than just games. “What Time Is It?” also highlights the app’s new “Gametime Picks” feature, where the very best deals are bubbled up for you, making it easier than ever to find a great seat at a great price.
In the second spot, called “Surprisingly Big Savings,” Nicole shows up unexpectedly in a couple’s living room to let them know how much Gametime can save them on last-minute tickets—up to 60% off.
The campaign (Gametime’s first TV spots since 2021) was developed by Agency SOS, produced by Where The Buffalo Roam, and directed by Brian L. Perkins. It starts airing nationally September 2. (More details about the campaign below…)
“Gametime has always been about putting fans at the heart of our experience and that’s how Nicole first came about—a true sports fan wanting to spread the word to other fans.” said Jon Armitage, Gametime’s Chief Growth Officer. “It was a natural extension to bring that fan passion to life at the forefront of our brand, and we are delighted to partner with SOS to bring the same passion, excitement and energy to Nicole that drives us everyday.”
“It might be the first time that an existing CRM strategy birthed a new spokesperson,” said Agency SOS Creative Director John Kovacevich.
When new customers sign up for Gametime, they start receiving emails from “Nicole at Gametime,” informing them of great deals in their area.
“As a long-time Gametime user, I’ve been getting these emails from ‘Nicole’ for years,” said Kovacevich. “When we were developing creative concepts, I asked if she was a real person. She isn’t and we suggested that maybe she should be!”
“We take those notifications to ridiculous lengths, having her pop out of a couch, surprising our couple. We liked the idea of people being a little freaked out by the notification, but ultimately grateful for the savings.” said Kovacevich.
The ads also introduce a new call-and-response tagline: “What time is it? It’s Gametime!”
“The last spots we made with Gametime and SOS (back in 2021) did really well, so it was a joy to get the band back together for another round of work,” said Director Brian L. Perkins from WTBR.
“Technically, ‘What Time Is It’ was a bit of a beast,” said Perkins. “Our actress playing Nicole had to perform the same scene six times on six different sets wearing six different outfits — each with a lot of specific camera moves and timings — and she just nailed it every time.”
CREDITS
Client: Gametime
Chief Growth Officer: Jon Armitage
Sr. Director Communications: Sarah McMahon
SVP, Creative Director: Jon Gordon
Art Director: Jean-Christophe Pope
VP, Marketing: Dillon Campbell
Director, Offline Marketing: Dylan Stopper
Senior Manager, Offline Marketing: Joyce Li
Senior Creative Writer: Joe Aimonetti
Agency: Agency SOS
Writer/Creative Director: John Kovacevich
Business Affairs: Jaime Szefc
Production / Post Company: Where the Buffalo Roam
Director: Brian L. Perkins
Executive Producer: Tim Pries, PJ Koll
Line Producer: Emma Jubinski
Post Producer: Mike Schultz
Creative Director/VFX Supervisor: Simon Mowbray
DP: Emil Gurvin
Editor: Jonathan Flookes
Assistant Editor: Tricia Heath
Colorist: Didrik Braathen (TMLS)
Sound Design & Mix: Nicholas Dematteo (Equal Music)
Casting Director: Dina Buglione (DB Casting)
Storyboards: Famous Frames
Campaign Launch: September 2024