THE NEED / Big Ten Network needed ratings for their new series - Big Ten Icons - touting the top athletes to ever play in the Big Ten Conference.
THE IDEA / We developed an overarching platform - capturing the concept of both the conference and the iconic players represented. They were the athletes who "Made It Big."
HOW IT WORKED / We started with a social marketing effort – that turned these icons into virtual bobbleheads. The Big Ten Bobblethon. You could go online, tap the bobblehead of your choice and help your favorite school's alumni association win a $10,000 grant. Socialized through Facebook, unique Twitter accounts and alumni-focused messaging, we got millions of interactions.
It all led to a very successful launch of the show months later - which was further supported with rich online content - a locker room full of Icon information PLUS a watch and win code to drive viewership.