It’s not about going big, it’s about going small. Super small. Like, in your pocket small. To drive awareness of BTN2Go’s TV Everywhere and drive downloads, the net created—and in some cases, hatched—mini mascots for Big Ten schools. Best of all, they were used in live events and other marketing channels, which immediately connected with consumers. In order to be approved by the schools’ licensing departments, the replicas were created by the puppeteers from the Broadway hit “Avenue Q.” And did we mention they have Twitter feeds? Of course they do. What mini-mascot doesn’t? BTN2Go logged 370,176 downloads during the 2013 season, a 22.84% increase year over year.