How an Obstacle Race Utilized Local Influence to Increase Awareness


Learn how a Lincoln-based obstacle race utilized former Nebraska Cornhusker athletes to increase awareness of the April 26th race. Not only did they capitalize on the popularity of former Nebraska athletes, they also ran the campaign during Super Bowl XLVIII, in which nearly 112 million people tuned-in to watch.


The Challenge

Increase awareness of the Big Red Challenge and ultimately drive race registrations.


The Deal

Leverage well-timed Twitter endorsements from former Husker athletes to promote the Big Red Challenge during the most-watched sporting event to date, Super Bowl XLVIII.


The Athletes

Taylor Martinez | Former Husker QB | 2014 NFL Draft

Jeremiah Sirles | Former Husker OL | 2014 NFL Draft

Quincy Enunwa | Former Husker WR | 2014 NFL Draft

Ciante Evans | Former Husker DB | 2014 NFL Draft

Lauren Cook | Former Husker Setter | Current Pro Volleyball

Kelsey Robinson | Former Husker Outside Hitter | Current Pro Volleyball


The Content

The campaign centered around Super Bowl 48 and utilizing the highly watched event to engage sports fans while watching the Big Game. Taylor Martinez was the all-star advocate for the campaign, with another five athletes supporting the cause.



Creating messages that include visual pieces drives engagement 2x higher than text-only messages.


The Results

This campaign reached nearly $250,000, engaging and encouraging local residents to participate in the newest obstacle 5k and 10k races.

  • Total Reach: 243,617
  • Total Engagements: 1,500+
  • CPM: $4.90
  • CPE: $0.79

Think you’re ready to build your first athlete endorsement campaign? Sign up at opendorse here.

Looking to learn more? Check out our other case studies.


Related Content

The State of Sponsored Social

Get the full breakdown on 36,000 branded Instagram posts published on behalf of more than 3,200 sponsors in sports