SEC Football on CBS College Sports
Home to National Football Champions, the LSU Tigers as well as Florida, Auburn, Tennessee and many others, SEC football is one of the most storied conferences in the country. Together, CBS College Sports and CBS are keeping SEC fans connected to their favorite teams all season long. • Official pre-game show, the Chick-fil-A SEC Tailgate (Sept. – Dec.), available on CBS College Sports and CSTV.com Original feature, Toyota Heroes of the Fall (extended from CBS) Going South, an award-winning broadband program A dedicated microsite, SEC Football Nation CBS College Sports’ SEC All-Access, a subscription broadband product that brought the action to the fans
Live set of Chick-fil-A SEC Tailgate
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Chick-fil-A SEC Tailgate
Every week, CBS College Sports traveled to the SEC Game of the Week and provided a distinctive tailgate pre-game show, the Chick-fil-A SEC Tailgate. The Chick-fil-A SEC Tailgate show was held at 11 of the biggest SEC matchups, including Florida vs. LSU, LSU vs. Kentucky, Alabama vs. Auburn, and more. The unique program enabled Chick-fil-A to: • Connect with the valuable audience of devoted SEC football fans • Drive brand awareness with product placement • Capitalize on the relationship with CBS College Sports to place its brand on campus directly amongst its target market, fans in southern regions The program was supported:
On-site branding for Chick-fil-A
On-Air
• Multiple vignette series were aired weekly as well as being archived and syndicated online • :30 second co-branded promos ran on CBS College Sports and online as pre-roll
Online
• Custom co-branded microsite • Co-branded banner ads ran on CSTV.com, its network of over 215 Official Athletic Sites (OAS), CBSSports.com, and Chick-fil-A’s website • Extended promotional campaign to our partner sites including Facebook, YouTube, and Verizon’s VCAST
Chick-fil-A Chicken Drop
On the ground
• Co-branded set and tent for on-site activation • Premium and coupon giveaways • Traditional tailgate games
Co-branded banner ads Co-branded set Dedicated co-branded microsite
Toyota Heroes of the Fall
Custom micro-site
Working together with CBS Sports, CBS College Sports extended the Toyota Heroes of the Fall campaign across its network. Weekly features in CBS’ SEC Football broadcasts highlighting traditions, people and memorable moments were then promoted on CBS College Sports:
• On-Air • Promos on CBS College Sports SEC pre-game show • Verbal announcement during CBS’ airing of Heroes of the Fall led users to the microsite Digital • Heroes of the fall dedicated site • Co-branded banner ads ran on CSTV.com, its network of over 215 Official Athletic Sites (OAS), and CBSSports.com • Fixed co-branded button on the CSTV.com homepage • Promotion on SEC Football homepage • Extended video segments from SEC games on CBS featured on CSTV.com • Voting component featured on YouTube
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Promotion on OAS
Pre-roll in video player
Going South
Broadband Programming
CBS College Sports created a fully integrated, award-winning, custom broadband program, Going South giving fans a way to experience their favorite conference every day of the week, not just on Saturdays. The tour covered 10 SEC campuses, 15 games, 8,000 miles in 12 weeks.
The program was supported: • Online • Custom microsite • Co-branded banners and buttons across CSTV.com, 60 of its network of over 215 Official Athletic Sites (OAS), and CBSSports.com • Extended promotional campaign to partner sites such as Google, iTunes, YouTube, Facebook and MySpace (over 52,000 downloads of the Going South road trippers) • On-air • :30 second promos ran on CBS College Sports • On the ground • Co-branded discount cards promoted Going South on XXL • Co-branded flyers • Premium item giveaways • Traditional tailgate games • Biggest fan contests
Custom co-branded microstie
Road trippers handed out 10,000 co-branded discount cards
Co-branded banner ads
Co-branded static button on CSTV.com homepage
SEC Online
CBS College Sports’ dedicated webpage, SEC Football Nation, provided users with an online destination for all things SEC Football. The website featured:
• • • • Live and archived video highlights and features Headlines Scores and stats Direct links to exclusive programs including: • Chick-fil-A SEC Tailgate • Toyota Heroes of the Fall • Going South
SEC Football Nation homepage
CBS College Sports’ SEC All-Access, a subscription broadband product, provided fans with marquee SEC football games streamed right to their computer including:
• 15 of SEC on CBS’ games • SEC Championship game
SEC All-Access homepage