My analysis and assessment of the Football Cops campaign created for client DIRECTV

1. Football Cops
The Final Report
1

2. Football Cops
Part 1- Staged Leaks
June 10, 2011- June 15, 2011
2

3. DIRECTV | Football Cops | Staged Leak Summary
 On Friday, June 10th, Deutsch and DIRECTV leaked an image from the
Football Cops‟ set to 6 popular gossip and sports sites:
- www.tmz.com
- www.terezowens.com
- www.radaronline.com
- www.bleacherreport.com
- www.deadspin.com
- www.yardbarker.com
 Three of the sites responded and two (Terez Owens and TMZ) posted stories
immediately
 TMZ followed with additional pictures and a video
 The story took off and ran on over 188 sites with additional coverage on
Twitter and Facebook between 6/10 and 6/13
 On 6/13, a Fox News affiliate in Indianapolis ran a 38 second segment during
their evening news broadcast
 www.deadspin.com, a site with a reputation for breaking controversial sports
news, posted the images, video and our story on Tuesday, 6/14
3

4. DIRECTV | Football Cops | Staged Leak Summary
Weds, June 15th
• Leaked images and video on • Story and images posted on 36 additional sites
TMZ
• Coverage on deadspin.com
• Story received pick-up on over
188 sites • Live news mention on Indianapolis Fox News affiliate
and website
• Story on bestofneworleans.com
4

5. DIRECTV | Football Cops | Staged Leak Stats as of 6/13
The TMZ story generated wide-spread buzz reaching over 188 sites and
108 tweets between 6/10 and 6/13 (note: number of tweets and sites per search term are unique but
there‟s overlap among the different searches)
Twitter mentions:
Twitter Search Term Tweets
“Eli Peyton Cop” 105 Tweets
“Eli Peyton DirecTV” 93 Tweets
“Manning Cops” 108 Tweets
“DirecTV Football Cops” 2 Tweets
“Football Cops” 8 Tweets
Website mentions:
Google Search Term Sites
“Eli Peyton Cop” 188 sites
“Eli Peyton DirecTV” 105 sites
“Manning Cops” 40 sites
“DirecTV Football Cops” 20 sites
“Football Cops” 3 sites
At this time, Google search results for keywords are inconclusive
due to the longer time frame needed to determine trends
5

6. DIRECTV | Football Cops | Staged Leak Stats as of 6/13
Tweets peaked on Friday, June 10th while online mentions peaked on
Saturday, June 11th
Buzz Trend: Twitter
80.00%
70.00%
60.00%
50.00% 75% of buzz on Twitter occurred on
40.00% June 10, 2011
30.00%
20.00%
10.00%
0.00%
06/10/11 06/11/11 06/12/11 06/13/11
Buzz Trend: Website Mentions
90.00%
80.00%
70.00%
60.00% 80% of total website mentions
50.00%
40.00% occurred on June 11th, 2011
30.00%
20.00%
10.00%
0.00%
06/10/11 06/11/11 06/12/11 06/13/11
6

7. DIRECTV | Football Cops | Staged Leak | TMZ, 6/10/11 at 1:42 PM
As of 5:30 pm on June 13th:
 209 Facebook “likes”
 16,800 votes in the “Better Cop” survey
 19 story comments
7

8. DIRECTV | Football Cops | Staged Leak | TMZ Post Statistics
 Peyton & Eli Manning– Good Cop, Better Cop
- Originally posted on TMZ‟s site (main & sports section) on 6/10/2011 at
1:42pm
- Features commentary, seven photographs, and one video
- 17,293 votes on the “Better Cop” poll
- 217 Facebook Likes/Shares by users
- 19 user comments on the main article
- Four user comments on individual photos
- Results as of 6/17/2011, 1:30pm
8

9. DIRECTV | Football Cops | Staged Leak | Deadspin– 6/13/11
 Posted on 6/13/11 at 1:40pm
 46,582 views as of 5:00pm on 6/15
 61 comments/responses as of 5pm
on 6/15
9

10. DIRECTV | Football Cops | Staged Leak | Deadspin Statistics
 Peyton and Eli Manning Are: Football Cops
- Originally posted on 6/13/2011 at 1:42pm
- Features unique commentary, four photos, and one video
- 47,468 individual views of the article
- 61 unique user comments
- Results as of 6/17/2011, 1:30pm
10

11. DIRECTV | Football Cops | Other Media Coverage of Staged Leak
 After DIRECTV & Deutsch conducted the staged leak of Football
Cops, other media outlets that had not been initially contacted picked
up on the story and posted their own unique articles
 Different outlets posted stories related to the staged leak from
6/13/11 until 6/15/11. These outlets included:
- FOX News affiliate WXIN (0:38 on air segment )
- NESN
- IMDB
- Terez Owens
- Giants Football blog
- Big Blue Interactive (Caption Contest, 1,303 views & 20 comments)
- Gambit: The Best of New Orleans
- Celebrity Stir
- Yard Barker
- MSG
- Stampede Blue
11

12. Football Cops
Part 2- DIRECTV Media Posts & Paid Media
June 16, 2011- June 21, 2011
12

13. DIRECTV | Football Cops | DTV & Initial Paid Media Summary
 On June 16th, DIRECTV posted 5 images from the Football
Cops‟ set into an album on their Facebook Profile, and posted
an official 25 second behind the scenes video as well
 DIRECTV then also sent out two different tweets at 10:54 and
10:55 am, providing links to their Facebook page and an
official behind the scenes photo of the Manning brothers from
the Football Cops‟ set
 As of end week, 6/17/11, the initial leak and DIRECTV posts
reached over 220 websites and was tweeted by over 140
users, all before paid media kicked in
13

14. DIRECTV | Football Cops | DTV & Initial Paid Media Summary Cont.
 On Tuesday, 6/21/11, the first of the Paid Media outlets posted stories, pictures, and/or videos
related to the Football Cops leak. Sites as followed:
- Bolt Beat
- Giants Football Blog
- Big Blue View
- Pro Football NYC
- Shutdown Corner, Yahoo! Sports
- Goal-Line Stand
 During this time, other non-paid sites covered the Football Cops leak more in-depth, and the
behind the scenes video ended up on YouTube. Key sites as followed:
- Monsters & Critics
- No (R)eruns
- Stars Entertainment
- IMDB
- CBS Sports
- The Campus Socialite
- NY Giants Central
- Football News Now
- NESN
 Over 90 unique tweets that were related to key words associated with Football Cops were sent
out on the 21st as well
14

15. DIRECTV | Football Cops | DTV & Initial Paid Media Summary
Tues, June 21st
• DTV posts photos to • Six paid media sites posted unique stories related to
Facebook Football Cops
• DTV posts video to Facebook • Over ten non-paid media sites posted unique stories
related to Football Cops
• DTV sends out two tweets
related to Football Cops • Over 90 unique tweets were sent related to Football
Cops
15

16. DIRECTV | Football Cops | Online Reach as of Friday, 6/17/11
The initial Football Cops story reached approximately 220 sites and was
mentioned in at least 140 tweets between 6/10 and 6/17 (note: number of tweets and sites
per search term are unique but there‟s overlap among the different searches)
Twitter mentions:
Twitter Search Term Tweets
“Eli Peyton Cop” 140 Tweets
“Eli Peyton DirecTV” 105 Tweets
“Manning Cops” 142 Tweets
“DirecTV Football Cops” 2 Tweets
“Football Cops” 39 Tweets
Website Mentions
Google Search Term Sites
“Eli Peyton Cop” 224 sites
“Eli Peyton DirecTV” 120 sites
“Manning Cops” 55 sites
“DirecTV Football Cops” 30 sites
“Football Cops” 10 sites
At this time, Google search results for keywords are inconclusive
due to the longer time frame needed to determine trends
16

17. DIRECTV | Football Cops | DIRECTV Facebook Post Stats
 Peyton and Eli Manning Summer 2011 Photo Album
- Five pictures posted
- 80,000+ impressions on the album
- 67 Likes, 19 Comments on album
- 36 Likes and 16 Comments on the five photos combined
 Wall Post: What we‟re doing this summer, by Peyton & Eli Manning
- One wall photo
- 70,000+ impressions
- 122 Likes, 52 Comments
 Behind the scenes Video wall post
- 7 Likes, 3 Comments
 Results as of 6/17/11
17

18. DIRECTV | Football Cops | DIRECTV Twitter Stats
 Two official DIRECTV Tweets
- “Hard at work w/ Peyton & Eli Manning on a project during the NFL
Lockout”
• Posted with a photo
• Retweeted by five users
• Post copied by three users
- “See more pics of Peyton & Eli‟s Summer project with DIRECT here”
• Posted with a link to the Facebook page
• Retweeted by two users
• Post copied by one user
 Results as of 6/17/11
18

19. DIRECTV | Football Cops | DTV Facebook & Twitter Post– 6/16/11
19

20. DIRECTV | Football Cops | Initial Paid & Non-Paid Media Coverage
 A handful of media outlets, both paid and non-paid, picked up on the DIRECTV Facebook &
Twitter posts, and posted their own unique articles
 Six paid media outlets and over 12 non-paid media outlets posted photos and/or the video
that DIRECTV posted. These sites include:
- Bolt Beat (Paid)
- Giants Football Blog (Paid)
- Big Blue View (Paid)
- Pro Football NYC (Paid)
- Shutdown Corner, Yahoo! Sports (Paid)
- Goal-Line Stand (Paid)
- Monsters & Critics
- No (R)eruns
- Stars Entertainment
- IMDB
- CBS Sports
- The Campus Socialite
- NY Giants Central
- Football News Now
- NESN
- Houston Sports Blog
- Football News Now
20

21. Football Cops
Part 3- The Official Release
June 22, 2011- Present Day
21

22. DIRECTV | Football Cops | Official Release Summary
 Official Football Cops trailer released to the public via YouTube &
Footballcops.com on 6/22/11
 Footballcops.com went live, and acted as the official website for the
campaign
 Hundreds of media outlets, including websites, blogs, paid media,
television networks, radio broadcasts, etc, reported on Football Cops,
and either wrote-up unique articles about the show or lead readers to
the trailer & official website
 Steady increase was seen in coverage volume from trailer release on
6/22/11 to present day
 By EOD on 6/22/11, “Football Cops” appeared as a Twitter Trending
Topic
 Since the release, numerous prominent individuals and companies
tweeted references to Football Cops, DIRECTV, Deutsch, and the
Manning Brothers
22

23. DIRECTV | Football Cops | Official Release Summary
Fri, July 15th
• Official trailer posted on DIRECTV‟s • Huffington Post, Yahoo, Complex Magazine, Sports
YouTube channel Illustrated, Sports Biz, Sports Business
Daily, Forbes, Ad Week, Bing, among hundreds of
• Footballcops.com goes live
other outlets continue to report on the release
• „Football Cops‟ becomes a trending
topic on Twitter • Warren Sapp, Snoop Dogg, Rev Run, Darren
Rovell, AD Week, Adam Schefter and hundreds of
• CBS sports, ESPN NY, NY Post, others tweet about the release
NFL, DeadSpin, TMZ, USA Today,
MTV, among numerous other outlets
• Over 900,000 views of the trailer on YouTube
report of the release
• The NFL, Drew Brees, ESPN NY, • Comparisons made between Football Cops and
TMZ, the NFL Network, Darren release of Field of Dreams 2
Rovell & others tweet about the
release
23

24. DIRECTV | Football Cops | Official YouTube Coverage
 On 6/22/11, the official Football Cops trailer was posted to
DIRECTV‟s YouTube Channel
 Within the next two days, more copies of the trailer appeared on
YouTube, posted by non-DIRECTV personnel
 The total amount of unique views of all videos as of 8/8/11: 1,001,363
24

25. DIRECTV | Football Cops | Official Football Cops Website
 Footballcops.com includes pictures, extras, bios, show information,
the trailer itself, a store, and DIRECTV advertisements
 Over 95,500 viewers have „Liked‟ Football Cops while on the website,
and over 3,100 users have tweeted while on the website
 Google search of „Football Cops‟ leads viewers first to the trailer then
to the official website
25

26. DIRECTV | Football Cops | 6/22/11-6/28/11 Site Traffic
Ranking Source Site Visits
1 Footballcops.com 44,465
2 SI.cnn.com 10,704
3 Google Search 6,778
4 YouTube 4,348
5 Facebook 4,135
6 Go.ESPN.com 2,076
7 Twitter 2,041
8 Facebook Mobile 1,347
9 Yahoo 615
10 Bing 582
11-500 Other 9,705
Total Site Visits 86,796
26

27. DIRECTV | Football Cops | 6/22/11-6/30/11 Site Traffic
Ranking Source Site Visits
1 Footballcops.com 52,296
2 SI.cnn.com 10,808
3 Google Search 7,780
4 YouTube 4,827
5 Facebook 4,540
6 Twitter 3,515
7 Go.ESPN.COM 2,127
8 Facebook Mobile 1,448
9 Yahoo 719
10 Bing 682
11-500 Other 10,667
Total Site Visits 99,409
 Note: With initial paid tweets, Twitter visit hits moved up from 7th to 6th, surpassing
Go.ESPN.com
27

28. DIRECTV | Football Cops | 6/22/11-7/1/11 Site Traffic
Ranking Source Site Visits
1 Footballcops.com 56,295
2 SI.cnn.com 10,840
3 Google Search 8,079
4 YouTube 5,017
5 Twitter 4,762
6 Facebook 4,717
7 Go.ESPN.COM 2,138
8 Facebook Mobile 1,492
9 Yahoo 755
10 Bing 712
11-500 Other 10,998
Total Site Visits 105,805
 Note: With more paid tweets, Twitter visit hits moved up from 6th to 5th, surpassing
Go.ESPN.com and then Facebook
28

29. DIRECTV | Football Cops | 6/28/11-7/6/11 Site Traffic
Football Cops Sites Views
120,000
100,000
80,000
60,000
40,000
Site Visits
20,000
0
 The graph indicates the amount of site visits from 6/22/11 until each end date given
 These site visits are to sites that then lead users to footballcops.com
 The largest spike of viewership came from the release until July 1st, where since then,
the viewership hit its plateau
29

30. DIRECTV | Football Cops | Website Mentions Buzz Metrics
 Erratic Buzz patterns for website mentions from 6/10/11 to 7/14/11
 June 23rd, 2011 had the most buzz accounting for over 7% of the site mentions
 June 14th, 2011 had the second must buzz accounting for just under 7% of the site mentions
30

31. DIRECTV | Football Cops | Twitter Buzz Metrics
 Not as erratic patterns, more consistent, from 6/10/11 to 7/14/11
 The most amount of Twitter buzz occurred from June 22nd to June 24th, with 66% of the buzz
 The climax of the Twitter buzz occurred on June 23rd, reaching 38% of the buzz
31

32. DIRECTV | Football Cops | Websites vs. Twitter Buzz Metrics
 The most amount of buzz for both Twitter & Website Mentions occurred on June 23rd, 2011
 Website mentions‟ buzz stayed erratic throughout the release, while Twitter had one large peak
 After Football Cops Tweets died down, soon after it peaked, website mentions continued to buzz
32

33. DIRECTV | Football Cops | Football Cops Search Results
 Above chart shows the trend in Google searches for „Football Cops‟
 Biggest spike occurs on June 23rd, 2011 before a steady decrease
 Increase in search occurs on June 27th, before hitting its plateau
33

34. DIRECTV | Football Cops | Official Release Website & Print Coverage
 An abundant of online media outlets (paid and non-paid) and print outlets posted
Football Cops content to their sites, once the trailer was officially released
 Key outlets include:
- Sports Business Daily - Baltimore Sun
- CBS Sports
- Forbes - Indianapolis Star
- NY Post
- AD Week - New Haven Register
- NFL
- Bing - ESPN NY (Paid)
- ESPN Page 2
- The Chicago Tribune - ESPN NFL Blogs (Paid)
- TMZ
- Sporting News - NBC Sports (Paid)
- DeadSpin
- Agency Spy - Mile High Report (Paid)
- Bleacher Report
- ABC 7 News - Big Blue View (Paid)
- USA Today
- NY Times - Giants Football Blog (Paid)
- NY Magazine
- CNBC Sports - Baltimore Beat Down (Paid)
- MTV
- NY Daily News - Arrowhead Price (Paid)
- Mashable
- Terez Owens - Cat Scratch Reader (Paid)
- MSN Entertainment
- College Humor
- Yahoo! TV
- Buzz Feed
- Complex Magazine
- Baltimore Sun
- Sports Illustrated (online & print)
- Creativity Magazine
- Sports Biz
34

35. DIRECTV | Football Cops | Official Release Website Coverage
35

36. DIRECTV | Football Cops | Official Release Print Coverage
36

37. DIRECTV | Football Cops | Official Release Twitter Mentions
 Thousands of Twitter users posted content related to Football Cops, and tweeted their
own opinions about the release
 Key „Tweeters‟ include:
- Warren Sapp (2, Paid) - Sports Illustrated - Puro Marketing
- Drew Brees (Paid) - Sports Biz - Creativity Magazine
- Snoop Dogg (Paid) - Adam Schefter - Touch by Alyssa
- Rev Run (2, Paid) Milano
- AD Week
- SportsCenter - BroBible
- Chris Harris
- ESPN NY - Cindy Brunson, ESPN
- Robert Mathis
- Donny Deutsch - Sports Business Radio
- NFL Network
- NFL - NFL Superbowl 2012
- Agency Spy
- ESPN Page 2 - Huffington Post
- Source Magazine
- TMZ - YouTube
- Darren Rovell (2)
- DeadSpin - Newsday
- AD Freak
- NBC Sports - Terrell Thomas
- NY Daily News Sports
- USA Today NFL - Ramses Barden
- Terez Owens
- NY Magazine - Antoine Bathea
- Michael Lombardi
- Mashable - Jerraud Powers
- NFL Football News
- MSN Entertainment - Deutsch Inc.
- Complex Magazine
37

38. DIRECTV | Football Cops | Official Release Twitter Mentions
38

39. DIRECTV | Football Cops | Official Release On-Air Coverage
 Numerous on-air media outlets discussed Football Cops related content throughout the
country:
- KTAR-620 AM, Phoenix, AZ (Radio): 6/23/2011, 12:00-12:03 pm; “Eli & Peyton Manning Are Playing Cops”
- ESPN- PTI: 6/23/11, 5:30-6:00 pm; “Football Cops”
- ESPN- Jim Rome is Burning: 6/23/11, 5:44-5:47; “The Final Burn”
- ESPNEWS: 6/23/11, 10:30-11:00pm; “Cops Mike Tahoe & CJ Hunter”
- NFL Network- NFL Total Access: 6/23/11, 7:00-8:00pm; “The Manning Brothers are Football Cops”
- Dan Patrick Show: 6/23/11, 9:00-9:28am; “Dan Patrick takes a look at Football Cops”
- WFLD, Chicago, IL (FOX): 6/23/11, 8:34-8:36 am; “The Dynamic Duo”
- KVVU, Las Vegas. NV (FOX): 6/23/11, 5:29-5:33 am; “Manning's Show off Acting Skills for a DIRECTV AD”
- KUSI, San Diego, CA: 6/23/11, 6:12-6:14 am; “Sports on the Go”
- KPNX, Phoenix, AZ (NBC): 6/23/11, 5:31-5:33 am; “Peyton & Eli Are the Stars of Football Cops”
- WDSU, New Orleans, LA (NBC): 6/23/11, 6:12- 6:14 am; “Football News”
- KONG, Seattle, WA: 6/23/11, 6:34- 6:36 pm; “See What Peyton & Eli Are Up To”
- WXIN, Indianapolis, IN (FOX): 6/24/11, 5:44-5:48 am; “Crime Fighting Cops”
- WDEF, Chattanooga, TN (CBS): 6/24/11, 11:23- 11:26 pm; “The Manning Brothers”
- KGMB, Honolulu, HI (CBS): 6/24/11, 7:25- 7:30 am; “Today‟s Viral Video”
- WEWS, Cleveland, OH (ABC): 6/24/11, 5:28- 5:30 am; “DIRECTV Has a New Promotion”
- WNYW-NY (FOX): 6/27/11, 12:00 am; “Manning Brothers Football Cops Ad”
- Dan Patrick, Comcast SportsNet: 6/27/11, 12:24 pm- 12:26 pm; “Eli Manning talks Football Cops”
39

40. DIRECTV | Football Cops | Responses To The Release
 From June 10th, 2011 until present day, the Football Cops phenomenon has reached
millions of people across the globe
 Thousands have chimed in via the Internet, tweeting, commenting, and posting their
opinions about everything related to Football Cops. This is what they have had to say:
- "All the passing camps and throwing to my receivers was just preparing me for the bad guys, to make sure I
could hit them.” – Eli Manning
- “Eli Manning killed a man by firing a football directly into his chest cavity…and it was awesome.” – TMZ Staff
- “Ordinarily, the thought of losing football for a season would make me want to cry, but suddenly it doesn‟t
seem so bad if it means getting a full season of Football Cops instead.” – Total Pro Sports
- “Hello DIRECTV? Yeah, this is Anthony. I just wanted to tell you that I‟m SOLD. Give me more Mike Tahoe
& CJ Hunter.” – Antony Salter, The Scores Report
- “I don‟t know if the football season is going to happen, but if they make this into a series, I‟m not sure if I
care.” – Buzz Feed
- “This is officially the greatest football related thing in the history of the universe.” -minaminokyoko,
YouTube Commenter
- “Football Cops. Might be the funniest thing you‟ll see today.” – Sports Interactive 620
- “The Manning Brothers hit a homerun with this one. Football Cops, Hilarious. Manning police are getting it
done.” – Chris Harris, Chicago Bears Tweet
- “Football season should be cancelled so this can become full time!” – Shippoyasha, YouTube Commenter
- “This would instantly be the best show on TV!!!!!!!!” – puddytrick, YouTube Commenter
- “I hope one of the networks does the right thing and turns this into a TV show.” – Joel Thorman, SB Nation
40

41. DIRECTV | Football Cops | We Will Be Missed
41