Nike, Dick's Sporting Goods, and AT&T kicked off the 2011 college football season with impressive activation displays at the 2011 Cowboys Classic, a game played between LSU and Oregon at the new Cowboys Stadium in Arlington, TX.
Nike had a prominent on-site presence at the game with several customization stations set up around Cowboys Stadiums. At each of the stations, LSU and Oregon fans could customize their favorite t-shirts and have them produced on-site. Nike's on-site activation resonated very well with fans and further demonstrates how brands can leverage their team marks in an engaging manner on gameday. It's always refreshing to see a brand like Nike who effectively engages with both fan bases on-site at rivalry games.
Dick's Sporting Goods and AT&T also featured elaborate displays on-site that resonated well fans prior to the game. Dick's used a large footprint to showcase its Scorecard Rewards program and featured an inflatable football toss and several other elements to entertain fans. AT&T featured a mobile unit on-site that promoted the brand's sponsorship of the AT&T All-America Team and allowed fans an opportunity to trial AT&T products and meet their favorite school legends.
As kickoff and rivalry games begin to play a larger role in the college sports landscape, look for more brands to capitalize on these events and take their activation to new heights on game day!
Click here to check out photos the three impressive brand displays on-site.
A special thanks to Sean O'Hara for his photos, insights, and contributions to this column!