At first blush, it’s the oddest of pairings – a 150-year-old brand and an event that failed spectacularly enough to become a pop culture sensation. Yet as Robert Roselli, Assistant Athletic Director of Marketing at Rutgers, kicked around ideas to celebrate an important football milestone on campus, he couldn’t get the Fyre Festival out of his head.
On November 6th, 1869, Rutgers hosted the first-ever intercollegiate football game, where it defeated the College of New Jersey – today known as Princeton – six points to four. It makes Rutgers the “birthplace of college football,” a designation it wields proudly. With the 150th anniversary of the game drawing near, though, Roselli came to realize that the university had a problem on its hands: A sizeable portion of the student body has no idea exactly how deep the school’s football roots run.
So Roselli decided to launch a brand awareness campaign to remedy that. To do so, he ripped a page out of the Fyre Festival’s playbook. In execution, the so-called “luxury music festival” was an unmitigated disaster. The marketing strategy behind it, however, was cutting edge. The crown jewel was an Instagram influencer campaign in which 400 models posted an image of a bright orange tile with the hashtag #fyrefestival. The idea was to promote the event in a heavily saturated way that nevertheless avoided coming off as canned. Simple visuals trumped complicated text, and hashtags were kept to a minimum.
“I think I always had it in the back of my head ‘Wow, that was a pretty bold strategy, it generated a lot of buzz. How can we potentially mimic something?” Roselli says.
In early March, he tasked Sophia Tian, Rutgers’ executive marketing intern with finding out. The goal was to increase awareness of the phrase “birthplace of college football” ahead of Rutgers’ spring football game on April 13th. From there, she says, “this became my baby for the next month-and-a-half.”
“Obviously we don’t have Instagram models [or a] tropical lifestyle here at New Brunswick,” she says of her challenge. “How can we make students fear missing out and how can we catch their attention at first?”
The showcase item was a grey giveaway t-shirt to be given away at spring game, which, naturally, read “The Birthplace of College Football” in alternating red and white text. Later, a red tile was added to mirror Fyre Festival’s orange look. She then reached out to 20 friends to serve as her own Instagram influencers and eventually expanded the group to better reflect the student body’s diversity. Student-athletes were approached, too, in the name of adding further star power.
A case study on Instagram Influencer Marketing to students:
✅ a goal: Awareness
✅ a plan: @sophiagtian the ????
✅ a blueprint (Thx Fyre Fest ????)
— Robert Roselli (@RobertRoselli) April 12, 2019
Tian rolled out the campaign in three waves on the 11th, two days before the game. The first came at 7:00 p.m., with the influencers posting pictures of themselves in the shirt – cut or styled any way they chose so long as the words were visible. The second, also at 7:00, was a wave of Instagram stories with the red tile and – “in obnoxiously small font,” Tian notes – the words, “The Birthplace of College Football.”
But the coup de grace was the third wave, in which Tian personally distributed the shirts to bartenders and doormen at some of Rutgers’ most popular student bars in time for the 10:00 p.m. Thursday night rush.
“Right after you see it all over your social media, you get ready to go out and go out and then you see the shirt again,” Tian says. “It’s basically haunting you.”
All told, Roselli and Tian consider the initiative a resounding success. According to Roselli, while student attendance at the spring game mostly mirrored that of the year before, growing that number was always considered an “’icing on the cake’-kind of thing.” Instead, they focused on buzz and measurable trends. To that end, Roselli proudly points to the Google search metrics during the hours of the campaign, which saw an explosion in the number of “The Birthplace of College Football” queries.
— Robert Roselli (@RobertRoselli) April 12, 2019
The larger future of the project has yet to be determined. For Roselli, it’s not only a successful test of his initial hypothesis, but something that opened his eyes to the possibilities that come from a whole new style of marketing.
“I’m confident that had we done this same exact campaign that only focused on our coaches and our different team accounts — what I would call official spokespeople of Rutgers Athletics — it simply would not have created the same buzz, the same coolness factor,” he says.
In the more immediate term, though, it’s a launchpad for their ongoing campaign. The official 150-year anniversary of the first college football game is still more than six months away, and neither Roselli nor Tian wants to let the momentum gained from the influencer marketing campaign slip through their fingers.
“I think raising the awareness now sets their student body up for what’s to come next year,” Tian says. “We are celebrating the 150th anniversary and we also want to capitalize on that message this whole year, this upcoming season. We want to make sure everyone knows that this is where it all started.”