Football Road Trips
CBS College Sports created an award-winning broadband program, the CBS College Sports Road Trips, that brings fans closer to college football. The CBS College Sports road trippers went on the road and gave fans access to practices, locker rooms, tailgates, traditions, interviews with coaches and players, and more.
The Going South road trip gave football fans a way to experience their favorite conference, the SEC, everyday of the week.
The Going West road trippers offered a taste of the wild west with their game coverage of the MWC, Pac-10 and WAC.
The Going Big road trip covered the BIG schools in the Big 10, Big East and Big 12.
The Going Bowling road trips followed the nation’s best teams 30,000 miles over 14 weeks as each battled for the right to represent their school in a bowl game.
Custom Creative
Custom creative was developed for each of the four road trips. Each road trip’s creative integrated their respective sponsor. The custom elements included:
Online
• • • Road Trip Central microsite Individual co-branded microsites for each road trip Campaign specific co-branded banners and buttons On-air promos Co-branded discount cards promoting each road trip on XXL Co-branded flyers
On-air
• • •
On the ground
Road Trip Central
Co-branded flyers were handed out on campuses to promote the road trippers’ stops
Co-branded static button on CSTV.com homepage
Road trippers handed out 10,000 co-branded discount cards
Custom Microsites
The custom co-branded microsites were campaign-specific with each sponsor being integrated into their microsite in a way specific to their brand. Features included:
• • • • Nightly blogs from the road Videos Photos Game schedules
Product integration on the microsite
Video Share phone played the Video of the Week
Campaign specific microsite for Going South
Photo from the Going South Road Trip
Media
CBS College Sports launched an online media campaign to support this program that included promotion on CSTV.com, 60 of its network of over 200 official athletic sites (OAS), and CBSSports.com. In addition, CBS College Sports extended the campaign to its partner sites including:
• • • • Google iTunes podcasts MySpace Facebook.com
Co-branded banners The Road Trip videos were downloaded over 52,000 times on MySpace TV
Facebook page created for a Going Big road trip stop Road Trips “rooms” on iTunes
On the ground
In addition, the road trippers were able to engage fans and execute activations on our partners’ behalf including:
• Eating contests (i.e. Going Big at Buffalo Wild Wings)
• • • • Premium item giveaways (across all road trip stops) Bean bag toss (i.e. Going Big) Traditional Tailgate games (i.e. Sonic Pong at the Going South tailgates) Biggest fan contests (across all road trip stops)
Non-alcoholic Sonic Pong was a hit for the Going South campaign The eating contest registration line at Buffalo Wild Wings for the Going Big campus event Co-branded signage at campus event
“Sonic Biggest fan” winner for Going South
“Sonic Good Fans” pose for the camera at a Going South tailgate
“Conoco Biggest Fan” contest winner at a Going West tailgate
Sponsor branded premium giveaways at Buffalo Wild Wings (Going Big)