STATE COLLEGE, PA: Weather forecasting service AccuWeather and AOR GolinHarris are promoting the media company's 45-day forecast and weather prediction for the Super Bowl.
AccuWeather launched its long-range forecast service this summer and came up with the Super Bowl-focused Will It Snow? effort after brainstorming with GolinHarris, which it selected as AOR in August after a review, said company CMO John Dokes. He said five agencies participated in the RFP.
With the WillItSnow.com site, Dokes said AccuWeather wants “to prove our case and show that we can actually do what we set out to do,” while also engaging consumers on an interesting topic.
The website, which launched last month, is predicting that snow will not fall during Super Bowl XLVIII on Sunday at MetLife Stadium in East Rutherford, NJ. This edition of the NFL's championship game is the first to be played outdoors in a cold weather city.
To keep fans interested, AccuWeather has uploaded stories to the site about weather-related historic sports events and key insights into how the company came up with its forecast, said Dokes.
The Super Bowl platform is one way Golin is working with AccuWeather during its one-year contract to raise awareness of the brand, as well as its products and business. Budget information on the account was not disclosed.
Preparing for TV launch
AccuWeather, which provides hourly forecasts for nearly 3 million locations around the world, will soon compete against The Weather Channel on air with the launch of its own TV network in September. AccuWeather will also debut an iOS 7 version of its app in the next 30 days.
“Consumers are clamoring for weather that is available 24/7 that provides superior accuracy when it comes to the actual forecasts, and I think we deliver that better than anyone else,” explained Dokes.
DirecTV recently cut The Weather Channel from its listings after a contract dispute.
In addition to increasing brand recognition and leveraging media opportunities, Golin will work on thought leadership for the company to increase visibility of its executives, including founder Joel Myers, said Dokes.
He added that Golin will collaborate with the company's in-house social media team.