Advertising Campaign for a Network | Big Ten Network (BTN) – College Sports!
Big Ten Network was looking to broaden the network’s appeal beyond loyalists when it launched its “College Sports!” promotion, and it did so by putting Big Ten coaches in a variety of unusual situations and creating additional excitement around the schools, their traditions and of course overall gameplay. For example, BTN’s on-air basketball campaign took usually stoic coaches and put them in “Gangham Style” videos, drawing the attention of social media outlets like Reddit. The fall football coach spots alone garnered 32 earned media hits, including Yahoo! Sports, the Chicago Tribune, CBS Sports, 247 Sports and Fox Sports. And the campaign drove higher YOY ratings as well.