Journey to the Tourney
Agency: Carmichael Lynch
Creative Direction: Brian Lambert, Christine Gault
Copywriting: Payton Faber
Design: David Jaimes
Illustration: Evan Wesslemann
With 76 Gas as a supporting sponsor of the Pac-12 Men's Basketball Tournament, we were tasked with concepting ways to get fans psyched for upcoming games. Deliverables included on-court promotion ideas, creating a simple social media series/program to engage fans during the tournament, as well as an e-mail that'd get Pac-12 fans excited. The concept we decided to go with was to leverage social media illustrations from last years tournament, and create around those.
What I contributed to this project was owning the on-court promotion ideas, collaborate with Payton to think of simple ways to engage fans through social media, and coming up with the headline "Journey to the Tourney". Payton and I worked with Brian, Christine, the social media team, studio, strategists, account manager, and clients to bring everything to life. What is not shown are the unchosen on-court game ideas, the two other social media campaign concepts, revisions, feedback, presentation decks and mock-ups for each idea we presented.
Our halftime game titled "The 76 All-Net Challenge" consisted of having to make a basket to be able to earn a prize. As the clock runs down from 76 seconds, a chosen fan would have to complete a free throw to win one $76 fuel card, before advancing to the three point line for a chance to earn two $76 fuel cards, and hopefully making the final half-court basket to earn three more $76 fuel cards.