The Texas A&M Aggies athletics teams compete in the prestigious Division I of the NCAA. With over 20 varsity teams and numerous national titles to their name, the Aggies are one of the most recognizable teams in North American collegiate athletics.
The Aggies Men’s Basketball team are members of the SEC conference and play at Reed Arena, a massive gym that has a nearly 13,000 person capacity. Although the Aggies have solid fan support and recognition amongst the student population, they were looking for more.
Texas A&M’s Men’s Basketball team approached EveryStudio with a goal that we hear often from organizations: the team’s objective was to reach the student demographic in an effort to build awareness, and therefore, increase ticket sales for key home games over time.
The team’s marketing department was searching for a way to connect with students in the right place and at the right time, in an effort to contextually target students effectively. Furthermore, the team hosted themed game nights to attract larger crowds, all of which needed to be properly promoted to the student body.
EveryStudio built out a campus Geofilter campaign for the Texas A&M Men’s Basketball team to promote the various themed games to the college’s students. Instead of activating the Filters over the Reed Arena for in-game engagement, the campaign geo-targeted high foot traffic locations all around campus in an effort to promote the content to the largest possible group, and therefore, increase the potential reach.
Four of the biggest games of the year were chosen, and EveryStudio set out to produce captivating creative that would drive users to apply the Filter to their photos and videos to Texas A&M’s 68,603 students.
The four campaigns were live for between two and five days leading up to games in the months of September, October and November. In 13 days total, the Geofilters generated the following results:
- 1,079 shares
- 6,117 paid impressions
- 137,201 earned impressions (the total number of users that were sent Snaps that contained the filter)
- 143,318 total impressions
- 5.42 second average view time
The Geofilters resulted in the equivalent of every student at Texas A&M seeing the creative twice in a two week period, enabling the marketing department to push the themed nights to the campus at large and drive awareness for Aggies Men’s Basketball games.
If your business is looking to boost awareness or connect with a younger demographic, we can help. Please reach out to an Account Manager at [email protected]!