Welcome to Chompville, Texas
The University of Florida kicked off its 2017 football season against Michigan on September 2nd. But this was no ordinary season opener. This was the Advocare Classic, a nationally televised event played in AT&T Stadium, home of the Dallas Cowboys. The eyes of the college football-watching world would be on the Gators for a match-up with all the attention and excitement of a bowl game.
We knew the Classic would attract the largest gathering of Gator fans outside of Florida, so we approached UF Athletics with a Texas-sized idea that would not only help galvanize fans, but would also allow Gator Nation to win the battle of bragging rights off the field.
With Chompville, the University of Florida wouldn’t just descend upon Arlington, Texas—it would claim it in the name of Gator Nation then mobilize it around the hashtag.
We worked closely with UF Athletics to plot the weekend takeover, from planning outdoor advertising and Snapchat filters, to the election of Chompville’s very own mayor—Gator great and Cowboy legend, Emmitt Smith.
The second they stepped off the plane, Gator fans were welcomed to Chompville and they began amplifying it on social media. By the time the game kicked off, Chompville was being tweeted 433 times an hour, amassing a potential reach of 35.6 million people on Twitter, and even a few famous mascots.
Together, 160over90 and UF Athletics took over a national game and turned it into national conversation.