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Northwestern Rolling Out Super Hero-Like Campaign Around Star Junior Linebacker

Northwestern Univ. ahead of college football season has "started rolling out a hype campaign" for LB Anthony Walker Jr., a preseason All-American, according to Danny Ecker of CRAIN'S CHICAGO BUSINESS. The campaign "started earlier this week with a teaser video online and the launch of a micro-site dedicated to 'The Franchise.'" The nickname "sounded like that of a super hero, they thought, so they created some promotional items all classic superheroes must have -- a logo, a comic strip and a lunch box -- and sent them to about 100 members of the local and national media this week." It is the "first time NU has put a star player at the forefront of a campaign like this" since '11, when it used former QB Dan Persa's face "everywhere it could be touting him as a hopeful for the Heisman trophy." But it also is the "first time the school's athletic department has singled out an individual player for a campaign since members of its football team petitioned to form a labor union" in '14. The campaign "flirts with running counter to NU's practice of using team and brand imagery -- not individual players -- to sell tickets" (CHICAGOBUSINESS.com, 7/22).

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