The SEC launched its first branding campaign on Thursday in collaboration with The Richards Group, the conference's agency of record. A 60-second video titled "It Just Means More" aired nationwide during SEC games Thursday night. The new spot is the culmination of an 11-day road trip gathering shots throughout SEC Country, featuring old barns, old cemeteries and even older libraries. The spot is the introduction of an integrated marketing campaign that will also feature print and radio advertising, in-stadium messaging and a social media strategy. While the spot will air in games involving SEC teams on most ESPN platforms and CBS the first weekend of the season, 30-second versions will air during some ESPN games that originate from neutral sites (SEC).
STATION IDENTIFICATION: A-B InBev and Texas A&M will usher in the '16-17 athletic season with a new, elevated partnership that extends beyond A-B's previous media-only relationship. The partnership centers around significant A-B branding and marketing at various fan and premium seating areas at Kyle Field during football season and baseball's Blue Bell Park. Specifically, the All American Club at Kyle Field will be presented by Bud Light. Bud Light will also serve as presenting sponsor of Blue Bell Park's Cox Diamond Club (A-B InBev).
ESSENTIAL ELEMENT: Fox Sports' Matt Leinart will star in a new national TV campaign for Minnesota-based Element Electronics that launches Saturday. The campaign, titled "Bring the Action Home," allows fans to experience college football on an Element 4K UHD Smart TV. This will be Element Electronics' first national TV campaign (Element Electronics).
RETRO FIT: SOLECOLLECTOR.com's Brandon Richard wondered with Michigan now in the fold, "could Jordan Brand be eyeing another college football team?" Nothing on that front has been confirmed, but USC did "receive something special before boarding a flight" for their season-opener against Alabama on Saturday. The entire football team was "gifted the 'Alternate' Air Jordan 12 Retro, which was released back in July" (SOLECOLLECTOR.com, 9/1).
FEELING BLIMPY: ADWEEK's Christine Birkner noted Goodyear is "putting the blimp front and center in its latest campaign from GSD&M." TV ads will debut on Saturday with the "kickoff of the college football season," and print ads will run in ESPN the Magazine and SI. Goodyear will also "promote the campaign on social media using the hashtag #Blimpworthy" (ADWEEK.com, 9/1).
