Pinterest adoption & launch
Date: May 2012
Project: Texas A&M’s presence on Pinterest, the rising social media network that is a source of countless ideas of fashion, crafting, baking, decorating and more for millions of users, gives Aggies and Texas A&M fans the chance to interact with and be inspired by the brand. The university’s decision to add Pinterest to its social media portfolio was commemorated with a Pinterest Launch Contest.
Execution: From May 7 to May 20, 2012, the university’s followers on Pinterest were given the chance to win up to $250 in Barnes & Noble at Texas A&M University bookstore merchandise by pinning their favorite Aggie-related images to their own special contest board. Contest participants were then asked to submit their Aggie board to the social media team, and in turn, three winners were selected. The winning boards, as well as their creators, were highlighted on the university’s official Facebook and Twitter pages.
14 Days of SEC
Date: June 18 – July 1, 2012
Project: Texas A&M’s historic move to the Southeastern Conference in 2012 presented an opportunity to not only celebrate the storied athletic conference and its member institutions but to help Aggies become more familiar with the SEC, its schools, and its history of excellence. In the final two weeks leading up to Texas A&M’s transition as a full member institution of the conference, the university launched the “14 Days of SEC” campaign to help its fans and followers learn more about each SEC school.
Execution: Each day of the “14 Days” campaign was dedicated to a different SEC school. Throughout the day fans and followers of Texas A&M’s social media platforms learned fun facts about the designated school’s history, traditions and more, including opportunities to win SEC and Texas A&M merchandise. Texas A&M utilized Facebook, Twitter, foursquare and Pinterest during the campaign.
ESPN College GameDay vote
Date: May 2012
Project: ESPN’s 2012 College GameDay Vote contest pitted colleges and universities across the country against one another in an online vote that would give the top vote-getter the chance to star in a national commercial for the popular ESPN show. The commercial would air for the duration of the 2012 football season.
Execution: Throughout the duration of the 10-day contest, Texas A&M created a strategic plan that provided reminders to vote, updates in the contest standings, customized shareable graphics and more across the university’s social media platforms. When competition grew even more heated during the final hours of the contest, the campaign became even more aggressive as Aggies flocked to social media and online forums to rally for votes. The campaign garnered support from Texas governor and Texas A&M former student Rick Perry, ABC’s Modern Family star Rico Rodriguez, former Texas A&M football player Von Miller, Texas Monthly magazine, the 12th Man Foundation, The Association of Former Students and the Southeastern Conference, Texas A&M’s then soon-to-be conference home. The result: Texas A&M won the contest and welcomed the cast and crew of ESPN College GameDay to campus to film the commercial featuring the university’s tradition of Midnight Yell in July 2012. The commercial (http://www.youtube.com/watch?v=HL-ZLJoHW1E) began airing on Sept. 3, 2012 and remained in rotation for the fall football season.