Who knew college football marketing could be so… wobbly? The ACC is kicking off its season with an incredibly creative campaign featuring iconic bobbleheads of its mascots! They’re literally building a “powerhouse” of school spirit and defining greatness in a whole new way. Ever wondered how a conference captures its unique identity in a shifting sports landscape?
In an era of unprecedented transformation within college athletics, the Atlantic Coast Conference (ACC) is strategically emphasizing its distinctive cultural assets to maintain relevance and foster deeper fan engagement amidst shifting landscapes and conference realignments. This proactive approach underscores a vital effort to carve out a unique identity in an increasingly competitive sports environment, focusing on enduring traditions rather than ephemeral trends.
Now entering the third year of its ambitious “ACCOMPLISH GREATNESS” campaign, the 18-school conference navigates significant challenges, including the integration of new members Southern Methodist, Stanford, and Cal by 2024, alongside adapting to an NCAA settlement that now permits direct athlete compensation. These monumental shifts necessitate innovative sports marketing strategies to unify disparate elements and present a cohesive brand message to a new generation of fans.
To visually articulate the ACC’s essence amidst these changes, the conference collaborated with creative partner Wasserman and Commissioner Jim Phillips, conceiving a groundbreaking campaign centered on mascot bobbleheads. This initiative leverages the inherent expressive qualities of these iconic figures to narrate the conference’s rich athletic, academic, and cultural tapestry, recognizing their widespread appeal that extends beyond traditional college football viewership.
Danny Nunez, chief creative officer at Wasserman, articulated the insight behind this creative direction, noting, “We have something that they necessarily don’t, which is culturally iconic marks that extend far beyond sport.” He highlighted the immense cultural capital of ACC marks like the North Carolina Tar Heel or the Miami Hurricane, which are frequently licensed for merchandise and fashion, confirming their profound brand identity and resonance within popular culture.
The latest installment of the campaign, collectively titled “ACC ICONS,” features two compelling spots. The first, set “somewhere in the ACC,” portrays Clemson’s The Tiger constructing a “powerhouse” from diverse elements, a clever metaphor for the conference’s strength and multifaceted excellence, featuring a playful exchange with Stanford’s The Tree. This ad brilliantly encapsulates the conference’s academic and athletic prowess.
The second advertisement, “Reason For the Season,” casts Wake Forest’s Demon Deacon in a starring role, humorously leading a discussion on the ACC’s greatness. While initially biased towards his own institution, other bobbleheads enthusiastically chime in with a myriad of reasons—from thrilling ACC game days and bicoastal footprint to intellectual and athletic distinction—collectively illustrating the conference’s comprehensive appeal and vibrant community.
Martha Schwab, VP of creative strategy at the ACC, affirmed that this evolution of the “ACCOMPLISH GREATNESS” campaign aims to significantly strengthen the ACC’s national brand, boosting its visibility, relevance, and reputation. The campaign effectively showcases the collective excellence of ACC schools, both on and off the field, reinforcing the narrative that “there is no shortage of greatness” across the conference’s diverse institutions.
As the ACC gears up for Week 1 of its football season, featuring 16 games over five days, these innovative ads are slated for wide release across linear television, digital platforms, and social media. The campaign’s sophisticated rollout includes school-specific assets tailored for each market, ensuring localized relevance throughout the year and maximizing fan engagement through direct connection with their beloved ACC teams.
Dan Rozier, ECD at Wasserman, emphasized the collaborative effort required for the 18 distinct characters, ensuring each mascot’s tone and demeanor were accurately represented and satisfied all schools. He also noted the “cheat code” advantage of bobbleheads due to their inherent expressiveness and distinct faces, making it intuitive for audiences to connect with characters like Syracuse’s Otto the Orange or the Duke Blue Devil, further cementing the campaign’s innovative approach to NCAA sports marketing.
