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NCAA Football: Tackling Online Fans
How do you reach younger fans and virally promote a brand? Sports Media Challenge engaged the online community by launching the official NCAA Football blog, Every Game Counts (EGC).
EGC attracts fans with exclusive posts from celebrity guest bloggers, many who have never before engaged the online community. Coaches such as University of Texas head coach Mack Brown and University of Notre Dame head coach Charlie Weis provide insight into NCAA Football and their own lives, creating strong personal appeal.
Dueling bloggers participate by debating games each week, creating a strong interaction and intense discussion among fans. By using established bloggers to contribute to the blog, online word of mouth spreads quickly as the discussion continues on blogs beyond EGC and traffic is driven from one site to the next. Fans often carry discussions from EGC to their own blogs and message boards. One post on EGC regarding the best looking uniforms in college football sparked an extensive discussion. After Clemson's orange on orange jersey was named the best uniform in college football, a Facebook group was created called "Save the Orange." Days later a pro-purple jersey group was born, with both groups referencing EGC.
EGC's lead blogger guides the conversations by covering hot topics each week and reaches out to fellow bloggers by becoming an active part in the blogsphere, often commenting on other influential sites.
Every Game Counts has attracted more than 25,000 unique visitors since its birth in August. Word of mouth and some grassroots marketing have driven fans to read the blog and participate in the online community that loves NCAA Football. By involving established bloggers, reaching out to new fans, and providing insider content, NCAA Football has successfully engaged the online community and created a platform for future brand building and awareness.
Credit Information
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Client: NCAA Football
Agency: Sports Media Challenge
Budget: $5,000
Date of Campaign: 8/24/2006
Case Study URL: http://everygamecounts.blogspot.com |
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