UPS Campaign Features Kirk Herbstreit, Desmond Howard Making Home Deliveries
UPS is activating around the college football season by bringing back a popular social media campaign built around famous faces delivering packages to unsuspecting customers. The experiential marketing initiative teams college football personalities with UPS drivers and focuses on markets where the company has an existing relationship with one of its 69 sponsor schools. Leading up to the Nov. 29 Ohio State-Michigan game, UPS will roll out videos of surprise deliveries featuring Kirk Herbstreit and Desmond Howard on Twitter and Facebook. The two ESPN analysts and former Big Ten stars -- both UPS brand ambassadors since the company partnered with IMG College in ’11 -- will help UPS play up the Buckeyes-Wolverines rivalry on social media platforms. Another video this football season will feature scenes from a ride-along with former Texas QB Vince Young in the Austin area. IMG College will work with the partner schools to promote the finished pieces, which will be marketed on digital and social media platforms. Momentum Worldwide is UPS’ agency of record and has been assisting on its college sports platform since '10. UPS Senior Project Lead/Sponsorships & Events J.W. Cannon said the customers are tipped off that “someone” is going to be visiting their location, but they have no idea who, and the reaction you see on camera is a genuine surprise. Cannon: “We want people to know the drivers and our customers are the star of this show." The program will extend into UPS’ sponsorship of NCAA men's and women's basketball, with ESPN’s Jay Bilas doing a ride-along in Charlotte, CBS’ Greg Anthony in Las Vegas, and former WNBAer Lisa Leslie in Southern California. UPS has previously done ride-alongs with Baylor basketball coach Scott Drew and Florida coach Billy Donovan.