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August 26, 2015 | Volume 13, Issue 14
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160OVER90 PARTNERS WITH THE
MID-AMERICAN CONFERENCE TO
ROLLOUT BRAND NEW CAMPAIGN
The Mid-American Conference encourage fans to join the "#MACtion Movement."
By: Alby Abalos
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Click the image above to get some #MACtion!
Dear Faithful Readers,
I don’t about you but I cannot wait for football season to start. One of my favorite things to do is sit on the couch with my buddies and watch football all Saturday and Sunday. However, probably the most underrated night on football is when the Mid-American Conference (MAC) plays their games on Tuesday or Thursday night on ESPN. The games are always high scoring and great to take in instead of the normal Tuesday night programming.
If you follow along on twitter you will see a lot of #MACtion tweets flying through on your timeline. It’s great that the conference gets to dominate TV for a couple days of the week and showcase their tremendous universities and athletes. That is why we wanted to run a story on the #MACtion and their recent campaign. With college football starting here in a couple of days it’s awesome to see what a conference that has been around for 69 years is doing to get ready.
Hope everyone enjoys the story. By the next issue college football will be in full swing and we’ll get ready to kick off the 2015 NFL season. Make sure to catch out the #MACtion throughout the year!
Enjoy the read!
Ryan Heidrich
Director of Communications
PROGRAM TITLE
Mid-American Conference: "#MACtion Movement"
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OBJECTIVES
The Mid-American Conference represents hard work, highlighted by a passion for a challenge. And while some may view the MAC as a modest or humble Midwest conference, it produces a disproportionate amount of greatness: Academic All-Americans, Athletic All-Americans, community leaders, first-round draft picks and national champions.
Heading into the 69th season of Mid-American Conference football, fresh off of an exclusive rights agreement extension with ESPN and a new relationship with CBS Sports Network, MAC institutions and sports teams can expect unprecedented exposure. And now, like never before, the conference is poised and ready to market the competitiveness of its programs, coaches, and students on a national stage.
PROGRAM DESCRIPTION
In late July, timed to Media Day, the MAC launched a multi-year, national branding campaign centered on the conference’s commitment to excellence on the playing field, in the classroom, and in the community. The conference is inviting fans, students, parents, and alumni to ‘Get Some MACtion’ via a nationally televised, 60-second PSA; a custom microsite, GetSomeMACtion.com; student success stories; and a special ‘MACtalk’ meme generator and Social Stadium that curates #MACtion social conversations.
Commissioner of the Mid-American Conference, Jon Steinbrecher, states, “In the MAC, we make our own way, and our institutions bring an anytime, anywhere mentality. I love a quote by former NFL coaching great Marv Levy – ‘When its too hard for them, its just right for us!’ – because it captures our attitude in football, and across so many of our sports. With this branding and messaging effort, our aim is to highlight the quintessential elements of #MACtion – excitement on the playing field, achievement in the classroom, and engagement in the community – while we do what we do best: challenge expectations.”
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Click the image above to check out the #MACtion Movement video!
PARTNERSHIP
About a year ago the MAC partnered with branding agency 160over90 to assist in brand development and delivery. The agency counts Nike, Ferrari, Under Armour, UCLA, and the Philadelphia Eagles among its clients.
RESULTS
In three short weeks since the Media Day brand campaign rollout, the MAC has seen thousands of microsite visits and PSA video views. Awareness efforts have been bolstered by 12 million media impressions and – thanks to the support of MAC member institutions – record-setting social media chatter around #MACtion. And that’s just the start. The conference is looking forward to heightened brand engagement around next week’s season openers and the national television debut of the PSA.
LOOKING AHEAD
The campaign is designed to highlight what the MAC stands for and values most. Beyond awareness building, the new brand narrative and messaging platform will serve the conference in areas where Commissioner Steinbrecher believes they need to ‘Take MACtion’ and lead a national effort – especially student wellbeing. Later this academic year, the Student Athlete Advisory Committees at each Mid-American Conference member institution will hold their second annual Mental Health Awareness Week. And in February 2016, the MAC will collaborate with the NCAA to host the Mid-American Conference and NCAA Sport Sciences Institute Mental Health Summit.
CONTACT
For more information, contact:
Kimberly Hallman, Director of Public Relations, 160over90
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ABOUT THE NATIONAL SPORTS FORUM
The National Sports Forum is the largest annual cross-gathering of the top team sports marketing, sales, promotions, and event entertainment executives from throughout the broad spectrum of teams and leagues in North America. The 2016 NSF Conference and Trade Show will be held on February 14 - 16, 2016 in Portland, OR. Visit www.sports-forum.com.
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THE NSF SALUTES
OUR PARTNER
Budweiser is back for their 13th year with the NSF as they are the Official Sponsor of the "Budweiser Gala" that will take place on the evening of Tuesday, February 16, 2016. Anheuser-Busch, Inc., a diversified corporation, is the world's largest brewer with 12 domestic breweries and distribution in more than 80 countries.
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