The amount of ways any collegiate partner, let alone an NCAA partner, can effectively engage with a young and vibrant audience grows every day. The most important element remains targeting the audience you are trying to reach so that you are not wasting time, and more importantly sponsorship dollars. Case in point is NCAA partner AT and T and their wide ranging partnership activation platform this fall.
AT&T, and NCAA Corporate Champion, have launched #techgating. The define it as: “Where tech meets the tailgate to create a better game day.” At select college football games this season, AT&T will have an AT&T Fan Zone Tour Truck or its Amplified #Techgating Tour Truck on campus to promote #techgating. Fans can engage in a number of activities from a fight song mash-up station to a social-enabled photo booth. The key is original branded content using the students, alumni and interested fans as the focal point of the project. The more original user-generated content, the more compelling the content will be. It’s not cookie cutter and it helps each school carve its own brand identity. The program will look to capture images and content of all kinds from a wide swath of schools from Oregon to New Jersey, and will continue to post the content in real time on its own branded site, as well as micro-sites for the games they are coming in for. There is no limit to devices used to upload, which helps AT and T expand its message of portability and accessibility with mobile technology.
Of course there’s a payoff for original content for registered users with various prizes leading to tickets and access for the 2015 College Football Championship Game. The season-long activation is a smart way to tie local to national while keeping AT and T top of mind with consumers for their investment, all leading back to Dallas and the night when the first playoff champion is crowned. A smart way to convey core messages while pulling together the most important part of a contest tied to digital; unique, user-generated content. Nice score for the NCAA, for the fans, and certainly for a key brand partner for college football’s biggest conferences.