Vizio
As the presenting sponsor of the 2013 Rose Bowl, Vizio wanted to ensure they leveraged the passion and excitement of college football fans to engage with their brand in a fun and unexpected way. Using FeedMagnet’s highly customizable aggregation software, Vizio’s agency Parliament built a “fandemonium” social hub to engage that passion and give back to fans with a contest in the weeks leading up to the event.
Visitors to the site showed their “fandemonium” by selecting either Wisconsin or Stanford as their college of choice, at which point the theme of the site shifted to that university’s colors. Fans were able to tweet directly from the hub with a series of pre-written cheers or by writing their own team shoutouts using either the hashtag “#VIZIOWisconsin” or “#VIZIOStandford”. The site kept a running counter of hashtag mentions in the weeks prior to the Rose Bowl to measure which team had the most “fandemonium”.
An ESPN.com site takeover on the day of game bolstered engagement, helping produce a total of over 280,000 tweets sent by both sides. Vizio moved beyond the typical bottom of the television screen sponsor logo into a new level of interaction with Rose Bowl game fans. This campaign is a great example of a brand taking their event sponsorship from the stadium to their larger audiences on web and mobile.
