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Mid-American Conference

Mid-American Conference

The Mid-American Conference (MAC) is an NCAA Division I collegiate athletic conference with 12 member schools in 23 sports. The MAC challenged us to strengthen their brand and generate awareness on a national scale.

Situation

The MAC consistently delivers top athletes and coaches and some of the most exciting competition in all of college sports. But their success on the field is also matched off the field with the highest graduation rates in all NCAA Division I FBS conferences. Across all 12 member institutions, MAC student-athletes have an unwavering dedication to being better students and players. And no matter where you find them—on the court, on the field, or in the classroom—they’re hungry for whatever challenges await them. The chance to prove that could not come at a better time, as the MAC and ESPN announced the continuation of their relationship with a 13-year deal that gives ESPN exclusive rights to broadcast all MAC sports on the ESPN family of networks.

Solution

Embracing the gritty work ethic and steadfast merit of MAC student-athletes, we developed a platform to distinguish them from the competition. Their determination to make a name for themselves doesn’t come from a desire for the spotlight but rather a hunger to be the best they can possibly be. So we set the record straight with a brand launch that showed how the MAC will disrupt your expectations. Taking advantage of the national exposure of MAC football games on ESPN, we opened the season with a high-energy TV spot showing the hustle of MAC athletes. Along with supporting radio ads and a conference-wide toolkit, we pushed our audiences to a microsite that told a fuller MAC story. Through unique content, fan engagement, and a built-in media platform, the site brought our newly strengthened brand to life in one place.

Results

The brand launch garnered more than 36 million media impressions. Our campaign microsite GetSomeMACtion.com was immediately shared by fans, followers, and media influencers—from the Reddit CFB community to ESPN Football Insiders. And the number of unique visits continues to grow. The popular hashtag #MACtion rapidly increased in usage since our launch and was even a worldwide trend on Twitter. And above all else, MAC schools felt that they finally had a unifying voice that could make noise on the national stage.

Over 36 Million Media Impressions
Campaign Hashtag Worldwide Trend on Twitter
Increase in Web Traffic