National Media

National TV buy consisted only of live college football games and GameDay. We were able to eliminate the “filler” inventory that’s often packaged into these buys and focus just on the environments with the highest consumer attention.

A modest national radio plan extended reach to light TV viewers. The inventory was made up of live game broadcasts and a weekly feature on Golic & Wingo’s studio show.

The digital display and video program was a balance of high profile tactics like site takeovers and hard-working custom audiences like IRI’s category buyer segments.

Local Media

Local media was designed primarily to reach executives and key customers.

Airport messaging reached travelers coming to the area for the championship game.

Outdoor billboards, both digital and static, reached our target near the hotel and game venue.

In-hotel media surrounded the attendees with branded key cards, elevator signage and a custom-wrapped Wall Street Journal delivered to each room.

Measurement & Improvement

Implemented research partner to optimize broadcast elements. Exact spot run times were paired with lift in web visits to hone in on dayparts, program types and creative that generated more consumer interest. This led to a shift in TV daypart mix, increasing efficiency while lowering the overall CPM.

Versus prior (large holding company) media agency, negotiated 15% savings during first year with a greater percentage of live sports.

Digital plan tighter targeting and optimization generated a 25% lower cost per click and 11% lower cost per sweepstakes registration versus the prior agency.