Discover Card Gets You on GameDay Challenge
A national contest during the NCAA football season in which a lucky fan could win a trip to the National Championship and appear on an ESPN broadcast on New Year's Day.
It featured the Discover Card Tailgate, a 48-foot interactive trailer that brought the ESPN College GameDay experience to college campuses each week. Promo magazine awarded it an Entertainment Marketing Award (EMMA) in the category for the marketing of a live event.
My team collaborated with internal/external partners to create integrated marketing communications for print, digital, radio, Times Square signage and experiential marketing. I crafted copy for all creative elements.
Results: 165% total ROI for all channels, 910MM impressions and an increase in brand affinity
ESPN magazine cover wrap that put the promotion in the spotlight
ESPN Magazine cover wrap - inside left
ESPN Magazine cover wrap - inside right
ESPN Magazine cover wrap - back cover
ESPN Magazine ad
Discover Cardmember statement insert
Discover Cardmember statement insert
Discover Tailgate truck wrap
The interactive Discover Tailgate let college football fans "get in the game"
Discover Tailgate ESPN radio spot
Logo treatments
