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.
Great game! Now support a great #LNK cause at the @BigRedChallenge 5&10k #SB48 #ad http://t.co/CUSEPDYB93 pic.twitter.com/5HGgC5k1Tu
— Taylor Martinez (@TMAG1C) February 3, 2014
#Husker fans: our veterans have fought for us, now lets run for them. Join the @BigRedChallenge 5&10k today! #LNK #ad http://t.co/8J2gPoOZpw
— Quincy Enunwa. (@QuincyEnunwa) February 3, 2014
CONTENT TIP:
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
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Looking to learn more? Check out our other case studies.
