As college football’s bowl season approaches, fans are gearing up for an exciting lineup of games and the thrill of the College Football Playoff (CFP). Last year, 35 Group of Five teams participated in bowl games, with the Sun Belt Conference achieving a record of 12 teams making it to postseason play. This season, there are 35 FBS bowl games scheduled, featuring 70 teams, along with an additional 12 teams competing in the CFP for the ultimate prize—the National Championship. With so many teams in the mix, the stakes are higher, and the competition is fiercer than ever.
A Look at the New Year's Six and the Road to the CFP National Championship
The College Football Playoff (CFP) format employs a rotating selection of six major bowl games, known as the "New Year's Six," to determine which teams progress to the National Championship. Each year, two of these six bowls are designated as the CFP semifinals, and the winners of these semifinal games compete for the title.
This structure ensures that each season holds significant importance, as teams compete not only for bowl appearances but also for a coveted place in the CFP semifinals.
To capitalize on this unique moment, it's essential to implement strategic digital marketing approaches that resonate with fans and drive results.
Digital Marketing Strategies for Bowl Season
With millions of fans tuning in to bowl games and the College Football Playoff, digital marketing campaigns have a unique opportunity to engage a vast audience. To ensure your campaigns effectively reach the right people and yield measurable results, it’s essential to utilize the latest targeting strategies:
1. Geo-Targeting: Reaching Fans Where They Are
Geo-targeting enables brands to concentrate their campaigns on specific geographic areas, ensuring the content resonates with fans in those locations. Whether it’s connecting with alumni from a particular school, targeting fans in cities hosting bowl games, or engaging local sports enthusiasts, geo-targeting can enhance your ad spend by ensuring you’re addressing the right audience. For instance:
Game-day targeting: Use geo-targeted ads around the venues of major bowl games to connect with fans who are either attending the event or watching from nearby.
Leverage digital marketing ads to generate excitement among fans heading to bowl games. Highlight their journey and build anticipation at every stage, from the initial planning to their arrival in the host cities.
Alumni-focused campaigns: Implement geo-targeting to engage alumni networks of teams competing in the bowl games, highlighting promotions or partnerships related to their alma mater.
2. Affinity Targeting: Connecting with Passionate Fans
Affinity targeting focuses on reaching users based on their interests, hobbies, and lifestyle choices. This approach helps attract audiences who already have a strong connection to college football, even if they’re not yet familiar with your brand. You can craft highly personalized campaigns based on:
Sports Enthusiasts: Target fans who follow college football, specific teams, or bowl games. Utilize insights from platforms like Meta or Google to focus on those who engage with college football content or sports-related media.
Tailgaters: Tailgating is an essential aspect of the college football experience, attracting passionate fans. Platforms like Meta allow advertisers to reach this audience through affinity targeting, connecting with those who are truly invested in game-day culture. This strategy helps ensure that you engage with individuals who are more inclined to respond to relevant promotions and offers.
First-Party Data Targeting: Maximizing Existing Relationships
Using first-party data, which is information collected directly from your existing customers, allows brands to create highly personalized campaigns for users who are already familiar with your business. For brands that have a customer list or a history of engagement, focusing on these users helps keep your brand at the forefront during bowl season. Here’s how to make the most of first-party data:
Email Marketing: Reconnect with past bowl game attendees, ticket buyers, and those who have previously purchased tickets for specific matchups through email campaigns featuring bowl season sales, exclusive offers, and events related to these matchups.
Custom Audiences on Social Platforms: Leverage data from your CRM, website visitors, or past campaign interactions to build custom audiences on platforms like Meta, Google, or LinkedIn. These audiences are more likely to convert since they have already engaged with your brand.
High-Performing Creatives in 2024: Engaging Fans and Driving Action
In 2024, digital marketing creatives must capture the attention of fans in fresh and innovative ways. As the competition for viewers’ attention intensifies during bowl season, it’s crucial to concentrate on high-performing ad creatives that resonate with college football fans. Here are some strategies for creating effective creatives.
1. Dynamic Video Ads: Showcasing the Excitement of Bowl Season
Recommended Channels: Meta, YouTube, PMAX, Demand Gen, OTT
Video ads are an impactful method to engage audiences. High-energy, action-filled content that highlights the thrill of bowl games, season highlights, or interviews with players and coaches can forge an emotional bond with fans. Consider:
Short-form video (15–30 seconds) that features quick, memorable moments from teams or thrilling plays leading up to bowl season.
Behind-the-scenes content that captures the preparations for bowl games, such as training camp footage, team celebrations, or travel excitement.
2. Photo-Centric Images: Capturing the Game-Day Experience
Recommended Channels: Meta, PMAX, Demand Gen, Display/Responsive Display
Alongside video, photo-centric images can effectively engage fans by showcasing the excitement and energy of game day. Striking images that feature fans, players, and memorable moments from bowl season can evoke strong emotions and capture attention. Here are some strategies to consider:
Fans in Action: Capture the vibrant energy of fans tailgating, cheering in the stands, or celebrating a big win. These images resonate with your audience by reflecting their own experiences and passion for the game.
Player Focus: Highlight athletes in action—celebrating a touchdown, making a crucial play, or interacting with teammates. Action shots of players bring a dynamic and emotional aspect to your content.
Game-Day Atmosphere: Showcase the electrifying environment of the bowl games, from packed stadiums to fans decked out in team colors. These images convey the thrill and intensity of the event, inviting fans to immerse themselves in the experience.
Conclusion: Leveraging Digital Marketing for Maximum Impact During Bowl Season
As college football’s bowl season heats up, brands have a prime opportunity to engage with a passionate audience. By employing tactics like geo-targeting, affinity targeting, and utilizing first-party data, brands can effectively reach the right individuals at the right moment. Engaging creatives, such as dynamic video ads and eye-catching images, can enhance interaction even more.
Leveraging the thrill of bowl season enables brands to craft captivating campaigns that resonate with fans, increase brand visibility, and achieve results in a competitive and emotionally charged atmosphere.
