Through Dec. 4, college sports network ESPNU is taking its newly-updated ESPNU College GameDay Tour to 14 regular season games at campuses across the country including the University of Alabama, Auburn University, Boise State University and University of Oregon. The program is designed to raise awareness and drive viewer loyalty by demonstrating that the brand is as big a fan of college football as the students are. The program coincides with the expansion of game coverage from two to three hours each Saturday, when the games are broadcast live.
At each game, ESPNU sets up its iconic “U” monolith for photos and rolls up its new branded double-decker mini-bus, which includes a dj station on the second level and face- and body-painting stations on the ground to get the biggest fans in game-ready form. Students pick out the colors to support either the home or away team. LED TVs show the live broadcast of the game and brand ambassadors give out branded t-shirts, lanyards and (soda) koozies throughout the game.
“We wanted to talk to these college kids on a grassroots level and this is a great time to get some brand awareness out there,” Jeffrey Gonyo, senior director-sports marketing at ESPN, told Buzz. “We’re just trying to hang with [the students] and provide a way for fans to show their team spirit.” Agency: rEvolution, Chicago.