College marketers looking to create new, ownable inventory in conjunction with their student fanbase should consider benchmarking one of Baylor University's gameday traditions - The Baylor Line.
Prior to each home football game, a group of Baylor freshmen, referred to as The Baylor Line - wear jerseys with their proposed graduation year and nickname on the back and storm the field through a tunnel at one end of the stadium to the other, where they form a human tunnel for the football team.
This unique moment for freshmen students can be considered as "controlled chaos" as thousands of students run onto the field in uniform fashion. Once the pre-game introductions are finished, the Baylor Line leaves the field and congregates in a designated student section behind the opponent's bench. While the Baylor Line could potentially present some safety concerns (for the students running on the field), there are precautions that can be taken to minimize risk.
While the Baylor Line not only serves as a unique experience for Baylor freshmen to enjoy on gameday, it presents a golden opportunity for college marketers to integrate a corporate partner looking to make an impact on gameday and build an affiliation with students. Sponsors interested in the initiative may represent athletic apparel/footwear (as it ties in with endurance), insurance/auto (two categories commonly targeting students), and cause marketing/philanthropy (driving awareness with themed jerseys) amongst others.
Consider new ways that you can create ownable inventory on gameday that allows corporate marketers a means to directly affiliate their brands with students in a memorable way!
Check out the Baylor Line below: