We have seen product placement in all types of programming and the NFL is no different. Microsoft is reportedly paying the NFL about $400 million over the next five years as part of a wide-ranging partnership. The partnership promotes their Surface tablet and brings NFL content to the Xbox One.
The problem Microsoft faces is that announcers are calling the Surface tablets iPads on national television. The miss-identification has lead Microsoft to coach various announcers on how to refer to the tablets.
As someone who watches football, I have been taking note of the partnership between Microsoft and the NFL during games. I have noticed that as the weeks go by, the Tablets have been receiving less and less air time. Announcers and camera operators are not focusing on them at all.
The intended communications goals are likely not being reached. The only buzz around the partnership I have been hearing is laughter over announcers not being able to tell the difference between an iPad and Surface tablet.
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