Allstate this weekend kicked off the second year of its college football campaign with ESPN analyst Kirk Herbstreit, who will use Twitter to announce his #StreitCred pick of the week. Herbstreit will produce content that maps back to specific game outcomes and school's fan bases. He will announce his weekly pick during "Saturday Night Football" on ABC (Allstate).
PLAYOFF PUSH: AD AGE's Anthony Crupi reported ESPN has launched a CFP campaign that "features a menagerie of mascots converging upon a convenience store stocked with some of the network's biggest brand partners." The 30-second "Crossroads" spot, which debuted Saturday, featured official CFP sponsors Dr Pepper, Gatorade, Goodyear and Ford. Subsequent spots, including "Playoff Prep" and "Tampa Bound," include the "likes of Reese's, Dos Equis and Cadillac." The "Crossroads" spot will "run for three weeks before giving way to fresh creative, including the late-season 'Playoff Prep' spot, which depicts a Pilot staffer stocking the shelves with trophy polish, antacids and 'special reserve playoff Champagne.'" The spots are via Wieden + Kennedy, N.Y. (
ADAGE.com, 9/2).
COME ON & TAKE A FREE RIDE: AT&T said that it is "expanding its college football promotion offering fans free rides with Uber cars outfitted with hot spots and streaming tablets so they can watch games while on the move." BROADCASTING & CABLE's Jon Lafayette noted viewers "will be able to use AT&T’s new over-the-top streaming service DirecTV Now in the Uber cars when the service launches in the fourth quarter." AT&T said that the promotion "supports AT&T’s sponsorship" of the SEC Championship and the CFP Championship. The free ride "will be available in 11 markets over the course of the season, starting in Orlando" on Saturday (BROADCASTINGCABLE.com, 9/6).
SWEET SPOT: SweeTarts yesterday launched five new custom college packs of gummies for Tennessee, UCLA, Texas, Ohio State and Arkansas. This marks the first activation in a multiyear partnership between Nestle Confections, IMG and the five schools. IMG is facilitating the distribution of the gummies in bookstores and stadiums at the five schools. Additional IMG partner schools will be added in future years (Nestle).
