“Back in The Shoe” Campaign
3/12/2019 12:56:47 PM | General
Back in The Shoe
There is nothing quite like fall in Columbus, Ohio. A fresh feeling fills the city because the kickoff of Ohio State football is on the horizon. But the beginning of the 2018-19 season was far from any other. Not only was media was buzzing around the football program, but the first game of the season at Ohio Stadium was against a low-ranked opponent and it was a noon kickoff which is very unpopular among fans. The typical anticipation for the start of the season was absent.
Leading up to the home opener the athletics digital and social media team was challenged to build the excitement that surrounds the beginning of the season. Thus, the “Back in The Shoe” campaign was born. The purpose of the campaign was to spark the interest in the home opener by reminding the Ohio State fan base of the great traditions, community comradery, memories and positive feelings that go hand in hand with being at the Horseshoe (The Shoe) for a Buckeye football game.
Using cohesive videos, pictures, graphics, web pages, ticket giveaways and contests across multiple digital and social platforms the campaign ignited the enthusiasm for the home opener, increased ticket sales and strengthened the brand.
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SOON.
? https://t.co/sRiQMLp9N8#GoBucks #TheShoe pic.twitter.com/RySEhOlgq2
— Ohio State Buckeyes (@OhioStAthletics) July 30, 2018
Community Reach and Engagement: Organic Advertising
We created videos that pulled at the heart strings and evoked a nostalgic feeling from Ohio State fans. Each video was created with the intention to cultivate the positive emotions, memories and traditions from football season that alumni and fans hold dear.
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Community Reach and Engagement: Paid Advertising
Utilizing a combination of sleek, on-brand, informational graphics and the videos mentioned above, we executed multiple paid social promotions on Instagram, Instagram Stories, Facebook and Twitter. Each post included the call to action to either click or swipe up to the ticket link.
Back in The Shoe Drawing Contest
Ohio State sporting events are always very family friendly functions, so we also wanted to reach out to families as a unit. We launched a children’s drawing contest on social media (mainly Facebook and Twitter, but also promoted on Instagram Stories) for the chance to win tickets to the home opener. This sparked a lot of engagement and position reactions from fans. There was a landing page to showcase all of the entries and a Typeform poll embedded on the page for fans to vote for their favorite drawing.
? vote for my lil Buckeye doodlers!
winner gets to @OhioStateFB home opener vs Oregon State! https://t.co/9VkDBpFIAM#GoBucks pic.twitter.com/xpIaxujuw5— Brutus Buckeye (@Brutus_Buckeye) July 29, 2018
Congrats to this young Buckeye who won the Back in the Shoe Drawing Contest! ?
His masterpiece scored him 2 tickets to the 2018 football home opener on Saturday, 9/1 and a Buckeye prize pack.
Ticket info https://t.co/PTI89wnbFW #GoBucks pic.twitter.com/L2SqYnVIZH
— Brutus Buckeye (@Brutus_Buckeye) July 30, 2018
Keeping Community Updated and Informed
Along with the emotionally charged videos we also incorporated informational, but also entertaining content to give fans updates about the team leading up to the home opener. We filmed interviews with players and coaches, took photos from practice, edited preview videos with the Digital Hosts and included everything on a lading page.
season will be here
More Fall Camp https://t.co/COIqAmASLE | #GoBucks pic.twitter.com/9BgApu5nxh
— Ohio State Buckeyes (@OhioStAthletics) August 7, 2018
Utilizing Mascot’s Platform to Grow Excitement
The Brutus Buckeye Twitter account has a fun, unique, silly voice that resonates with the Ohio State fan base. We used the beloved mascot’s account to build more hype and awareness for the home opener with videos and photos that specifically showcased Brutus in The Shoe.
That feeling knowing tomorrow’s Gameday. #GoBucks pic.twitter.com/pnZO82Fod5
— Brutus Buckeye (@Brutus_Buckeye) August 31, 2018
The wait is just about over…?
1more until GAMEDAY!#GoBucks pic.twitter.com/HoLzi5b1gA— Brutus Buckeye (@Brutus_Buckeye) August 31, 2018
You know who’ll be waiting!! #GoBucks pic.twitter.com/TSJ4uylPvr
— Brutus Buckeye (@Brutus_Buckeye) August 7, 2018
