BOSTON, September 2, 2015 — Putnam Investments, the official mutual fund sponsor of the New England Patriots, today announced that it will offer Patriots Fancam an innovative technology that allows fans to locate a high-definition image of themselves in virtually any of the nearly 67,000 seats within Gillette Stadium, at every New England Patriots home game throughout the 2015 regular season. Fans in attendance will be able to share their game-day photo with family and friends on social media platforms, beginning with the season opener against the Pittsburgh Steelers on Thursday, Sept. 10.
"We are pleased to provide this extraordinary New England fan base with an exciting way to view and express their Patriots pride and share their image on social media," said Mark McKenna, head of global marketing, Putnam Investments. "Building upon the success of our one-game sponsorship of Patriots Fancam last season, we have decided to make this unique engagement experience available throughout the 2015 season for Patriots Nation at Gillette Stadium."
McKenna noted that Patriots Fancam was extremely well received by fans at Gillette Stadium when Putnam first made it available at a game late in the 2014 regular season. Based on its popularity, as evidenced by the volume of social media tagging and posting, Putnam will now offer Patriots Fancam at all home games.
The Power of Teamwork: You, Your Advisor and Putnam
Putnam also today announced the launch of a new multimedia marketing campaign, "The Power of Teamwork," which will officially kick off with the start of the Patriots regular season. Television, radio and digital advertisements will focus on the importance of assembling a winning team off the field, in the form of a strong partnership between a client, his or her financial advisor and Putnam Investments — or as the ads highlight, "You, Your Advisor and Putnam."
A centerpiece of the campaign is a pair of 30-second television spots, shot at both Gillette Stadium and at Putnam's Boston headquarters, titled "Teaming Up" and "Working Together." The ads feature financial advisors and their clients in the stands at Gillette wearing Patriots gear and then in the advisor's office discussing their financial strategy — emphasizing the importance of teamwork and pursuit of excellence. The ads will run throughout the 2015–16 National Football League season.
"Putnam Investments' new Patriots-themed marketing campaign is part of our Performance in Motion strategy," said McKenna. "We want the message to be unmistakable: Like the athletes and teams that share our commitment to winning, we are always striving for world-class results."
Putnam Investments: Performance in Motion
The partnership with the New England Patriots is part of Putnam Investments' Performance in Motion marketing strategy that draws upon sports that appeal to its advisor, institutional and investor audiences. As part of this effort, the firm works closely with teams and athletes who best personify Putnam's focus on performing at the highest level. For more information, visit www.putnam.com/performanceinmotion.
Putnam Investments and the New England Patriots
Putnam Investments and the four-time Super Bowl champion New England Patriots have a multifaceted, multi-year marketing partnership that aligns the company with the Patriots, one of the strongest and most recognizable global brands in professional sports. The relationship, which underscores the shared commitment of Putnam and the Patriots to performance excellence, includes an extensive co-branded multimedia campaign across television, radio, print, digital and social media elements. It also incorporates high-profile branding of various properties at Gillette Stadium, most notably the Putnam Club, an upscale dining and entertainment venue at the stadium.
About Patriots Fancam
Patriots Fancam employs an advanced photographic technology that enables fans to locate images of themselves in almost all of the nearly 67,000 seats within Gillette Stadium, and then share them with friends and family via Facebook, Twitter and email. Using Patriots Fancam, fans will be able to zoom in on their actual seat, tag their image and share it on social media. Additionally, fans will be able to get an inside look at Gillette with exclusive 360-degree virtual tours of the stadium, the Putnam Club and the Putnam Suite.