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89th Cotton Bowl Classic Case Study
The Opportunity
Competition for viewership and engagement is exceptionally fierce in the world of college football. As a semifinal playoff game, teams and fans, particularly those from out of state, have only two to three days' notice that their team had advanced. This tight timeline required a rapid and eye-catching marketing effort to generate excitement and urgency around the game.
With an exceptionally fast-moving bowl season, our job was to engage all fans, create a sense of anticipation, and position the Goodyear Cotton Bowl Classic as a must-watch, high-stakes event, driving both attendance and viewership.
The Strategy
Strategic, cohesive branding, executed across multiple touchpoints with exceptional creative quality, can transform a game into a nationally lauded event. Our high-caliber design work ensured that every visual element, from stadium signage and digital assets to social content and citywide branding, felt premium, immersive, and seamlessly connected.
The Results
Fan engagement and localized impact are just as crucial as national reach. While achieving record-breaking 20.6 million viewers and social media growth, the campaign energized the D-FW community, drove $100M+ in economic impact, and created an immersive experience for both local and traveling fans, proving the power of strategic, hyperlocal sports marketing.
89th Cotton Bowl Classic Case Study
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