Havertys Kicks Off College Football with SECtional Playbook

It’s college football season, and Havertys and AOR EP+Co have partnered to celebrate in their latest campaign, “Havertys SECtional Play of the Week: The X’s and O’s of an SEC football watch party.”

Launching Oct. 3 and continuing through Nov. 26, this new campaign is a four-part paid Instagram and Facebook Stories campaign that taps into football season and the fact that many Havertys locations are in SEC towns.

EP+Co and Havertys are bringing the “Havertys SECtional Play of the Week” to life with four animated plays, one going live each week, on how to win at an SEC football watch party. Each “play” will be a 15-second animated IG/FB story paired with the perfect Havertys sectional for getting fans into the best positions for a watch party:

“Hands-Free-Reverse” - Highlights the Drake Sectional — and how audiences will want to secure the coveted cup holder seat for the best experience at the crowded watch party.

“Front Row Curl Route” - There’s nothing worse than getting the seat furthest from the TV. This play gets you right up in the action with the Corey Sectional.

“Chaise Chase Option” - This play presents one big question: to lay down or not to lay down while watching the game? There’s nothing better than having the option to put your feet up on the chaise lounge with the Audrey Sectional.

“Full Battery Power Play” - Showcases the Melbourne Sectional — and reminds audiences to grab the seat with the USB port, so they can keep their phone batteries full and check their favorite teams' scores.

This campaign was driven by insights found that 29% of optimistic shoppers actively watch the NCAA [MRI-Simmons], 57% of working-age US consumers find humorous brand messages most appealing at the moment [Marketing Charts] and that video content is proving to be 12x more successful than any other type of content right now [DCA].

The “Havertys SECtional Play of the Week” aims to reach a younger audience of sports-enthusiasts (especially for SEC teams) to help boost familiarity and affinity for Havertys, as well as consideration for featured products in the posts.

“Everyone loves college football Saturdays, but if you aren’t at the game the next best place to watch is at home with your friends. We worked with Havertys to develop a few special plays that make sure you’re right up in the action with the best seat in the house.” - Lance Ford, SVP, Creative Director, Cultural Opportunities, EP+Co