College Targeted Brands Engage Fans at Football Bowls
Leading up to the Final Four college football games, Ringorang partnered with several media companies on a bus tour to enroll college students into a social experience online and on digital devices.
The college football team match-ups that lead to the Final Four represent a climactic quest for the fans. A digital media company targeting the college crowd partnered with Ringorang, CBS College Sports, Universal Music, and a Danish mobile developer to engage fans in and around the bowl games on a multi-media bus tour. The media company’s objective was to sign up fans on a video-sharing web portal that socialized college life. Fan promotions were run at sports bars and in stadium parking lots. The challenge was to find a way to make sure fans retained the marketing message AFTER the bar and the bowl game, and that they would show up to the web portal to share videos.
Football team fans needed to be engaged and recruited to play branded Ringorang contests as a way of driving attention to a social video web portal. These fans would be enrolled at sports bars and in stadium parking lots along the bus tour traveling from bowl game to bowl game throughout the Southeast U.S. The goals were as follows:
To make enrollment easy, dedicated mobile devices were distributed to managers of sports bars along the route. Fans were enrolled through a customized SMS mechanism. The Ringorang Qs delivered in the weekly contests were about football and about college life. The contests drove attention to the video sharing website. Media partners drove attention to the Ringorang contests.
The social media web portal enjoyed a launch on the back of the bowl-game hype. Ringorang perpetuated that hype to increase the volume and frequency of interactions significantly over traditional marketing and promotional campaigns:
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