Campaign: #BattleOnBAKE
Company: University of Denver
Position: Manager, Social Media
Campaign Role: Develop and lead an integrated social media-driven campaign strategy
Campaign Dates: February 18, 2016 - February 20, 2016
Overview
The Battle on Blake hockey game marked many firsts: it was the first collegiate game played at Coors Field, the first time long-time rivals DU & Colorado College faced off in an outdoor match, and the first time Chancellor Rebecca Chopp issued a friendly wager to her long-time friend Jill Tiefenthaler. To help boost the awareness of the game and demonstrate the Chancellor’s support of student activities and athletics, social media was used to promote the friendly wager between the two college presidents.
Stats at a Glance
Social Channels: Facebook, Twitter, Instagram
Notable Wins
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The online story post was shared through Facebook on two DU spirit pages: DU YOU Have Spirit? and Official University of Denver Spirit Page
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Engaged one member of the media – Joe Paisley, Colorado Springs Gazette
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Twitter account reached a milestone of 20,000 followers
Top Posts
What We Wanted To Do
Goal(s)
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To create awareness for Battle on the Blake
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Demonstrate the Chancellor’s support of student activities and athletics
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Have fun!
Integrated Channels/Content
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Video – Chancellor accepting the challenge
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@ChancellorChopp Twitter account
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Memes/social graphics
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Alumni Twitter accounts
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Photos
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Student communications – student government
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Local media social media accounts
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Magazine story online – align with athletics
What We Did
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Video – Chancellor accepting the challenge
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@ChancellorChopp Twitter account
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Memes/social graphics
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Photos
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Local media social media accounts
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Magazine story online – align with athletics
Analysis
Overall the #BattleonBAKE campaign was successful. Utilizing both the central University accounts and the Chancellor’s Twitter account, this was a two-day campaign that set out to build awareness around the game as well as demonstrate the Chancellor’s support of student athletics. Although not a goal, this campaign was a great way for the Chancellor to reengage with students through her Twitter account.
We utilized nearly all of the communication channels we set out to use. This campaign would have been more successful with the enlistment of a bigger audience – including social media active alumni chapters. This campaign was developed and executed within a very short amount of time. While we were able to accumulate impressive numbers, more time to plan, organize, and execute the tactics may have generated more engagement activity, reach, and social media conversions.
This campaign was a collaborative effort and would not have been possible without the participation of the communications team at Colorado College, DU Athletics staff, DU Advancement personnel, and the entire DU Communications and Marketing department.
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