OBJECTIVE: To create a successful game-day relevant experience for the University of Minnesota, Gopher Sports Properties (GSP), and TCF Bank Stadium sponsors, and to connect sponsor Brands with fans and tailgaters.
STRATEGY: To reach and exceed the high-level of execution and agency staff standards while utilizing a combination of GSP-owned and agency-owned program items.
Activating a ‘Mobile Tailgating Crew’ to build pre-game enthusiasm, and to distribute GSP sponsor Brand items to tailgating fans.
Custom fabrication of a TCF Bank branded Sign Shop kiosk that allowed fans to create their own messages cheering on the Golden Gopher football team.
Observe the activation of 2010 strategies and develop possible avenues of opportunity for 2011 season.
RESULTS: Thousands of sponsor promotional items were distributed to tailgating fans, and nearly 200 unique signs were created each game day, resulting in tens of thousands of fan impressions each game day