Nationwide

at OSU Football Games

Goal/ Objective:

Establish a dominant brand presence at The Ohio State University utilizing the popularity of OSU football.

Strategies:

Widespread branding campaign geared toward consumers on or around the OSU campus at each home football game involving:

Five (5) strategic locations featuring signage, promotional item distribution, and staff wearing Nationwide branded apparel.

Interaction with fans – requesting they sing or finish Nationwide jingle for free promotional items, including:

• Rally towels
• Seat cushions
• Miniature radios
• Megaphones
• Key-chains
• Stadium blankets

Tailgate Party – branded RV secured and parked in high-traffic area to distribute free food, drinks, and premium items to fans as well as serving as hospitality to Nationwide executives and agents.

Results

Over 27,000 branded promotional items were distributed at each game, with thousands more exposed to Nationwide’s brand through signage, the branded RV, and other advertising methods including large helium inflatables and airplane banners.