THE ASK

Our client has asked us to help increase the attendance and awareness for both the women's and men's basketball teams in the 2022-2023 season.

UO BASKETBALL

THE STRATEGY

Define the MKA experience. Make it something you absolutely cannot miss. Change the “winner” mentality of sports. Showcase sports as unifying, as something to be celebrated. Create a mission audiences can embrace.

A series of four stickers ranging from 3x3 to 3x5 inches incorporate both the Men’s and Women’s basketball programs. We distributed 2,400 stickers in the Eugene area at Webfoot, Rennies, Max’s, EMU, Unthank, GSH, REC, The Nest, Tailored, and Kidsports. We also reached Portland at The Sports Bra, Spirit of 77, and Busby’s. In addition to physically distributing stickers at specific locations, we partnered with Handle, a goods delivery service, to give out a sticker with every order. Check out the reel here.

This 96" x 144" foot billboard can be seen at the corner of Kincaid and 13th Street in Eugene, Oregon. The total student body is made up of 46,404 people. This vast number of people, not including non-students such as tour groups, locals, and other visitors, resulted in thousands of impressions every day throughout the year.

Reached impressions of over 250,000 with a frequency of 2.1-2.7% through television advertisements on Comcast channels including ESPN, Fox Sports, and local. Extended a total of 1,477,200 impressions on the KEZI Eugene news station.

In January, we placed an ad in the busiest building on campus…the EMU, which is a hub for UO students. The EMU gains large amounts of foot traffic daily, so with the installation located in the middle of the student union, people were bound to see it. The staircase showcases the many aspects unique to Oregon Ducks such as “sco ducks,” “Shout!”, the Oregon O, and some beloved players. In just 34 days of the duration of the installation, the EMU was accessed 453,673 times, an average of 13,343 a day. Through these numbers, our installation had an extremely high rate of impressions, ingraining our message into peoples’ heads as they went about their day. Check out the reel here.

gameday series

A series of gameday announcements posted to the UOBB Instagram account.

We increased the followers on the UOBB Instagram account from last year by 21% and increased impressions from last year by 12.9%. With a variety of posts including player highlights, shoe features, and two giveaways, we created engagement with our audience and reached new audiences. Check out the Instagram account here.

“17 years and I have never seen anything like this”

- BACKCOURT BASH ATTENDEE

The backcourt bash was a community event planned and organized entirely by students. We set out to create a pre-game celebration for UO fans that would be memorable and impactful to the community in more ways than a typical advertisement would. We were able to hear the feedback from the fans themselves… in person. There were over 350 attendees and five vendors, over 100-person line to receive custom screen-printed t-shirts and rally towels. We gave away 400 t-shirts and rally towels, 125 posters, and over 100 stickers and coasters. Attractions included an art history wall, coloring wall, local vintage clothing store display, screen-printing, poster-making, face painting, corn hole, pop-a-shot, balloon installation, exclusive posters, and hors d'oeuvres. Check out the recap video here.

We distributed 1,150 coasters to Webfoot, Rennies, Max’s, Cooler, Docs Pad, and Wild Goat. We also distributed 3,750 coffee sleeves to UO cafes including Lillis and dining halls, Tailored, Max’s, Meraki, Espresso Roma, and the Backcourt Bash which we will circle back to later. The variety in locations these executions were in allowed us to reach a wider range of audiences and got them in the Ducks basketball mindset and excited for game day. Check out the reel here.

This campaign was made possible thanks to my wonderful team!

KUDOS

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ALLEN HALL ADVERTISING