University of Oregon (UO) athletics is one of the most prominent and innovative brands in the sporting world today. New leadership established goals related to its online presence based on two immediate needs. Success for a first of its kind online fundraising event was critical, as Nike and other key sponsors were involved. Secondly, UO wanted a record spike in ticket sales for the football team’s appearance in the Tostitos Fiesta Bowl and season ticket sales for men’s basketball. UO hired FUSESENSE to develop and implement an online strategy and integrate it with its overall branding and marketing efforts.
Hard hitting research
FUSESENSE conducted in-depth research and an online audit to accurately pinpoint the demographics of UO’s fans and their online traffic patterns, including the context of their conversations. These findings were key in identifying metrics and targets for the campaigns.
In your face
We took advantage of our relationship with Facebook to secure “Win The Day,” a name that was previously taken by another business. This was the new tagline the Ducks would push in all marketing touch points which made securing this custom Facebook URL a major win.
Authentic, limited edition, UO athletic gear and memorabilia were collected for an auction created to raise funds for and increase awareness of the athletic program. Because the auction would be held online only, awareness and ease of access were key to its success.
Social Campaign with Pandora Focus
FUSESENSE managed a paid media mix that included Facebook, Pandora and Google. These platforms were the primary advertising tool used to micro-target UO super fans willing to pay for limited edition merchandise on an online auction.
Sometimes strong results begin with strong words. The creative developed for the social media campaign focused on sports-themed, attention grabbing headlines to instantly capture the attention of UO’s truest fans.
He Shoots, He Scores
Keeping consistent with its online advertising, FUSESENSE drove similar results for online basketball season ticket sales online. When all was said and done, FUSESENSE and OU definitely were a championship caliber team.