Rebranding NCAA's College Colors Day: A Digital Update with William Morris Endeavor (WME) and La Visual

Background

The NCAA's College Colors Day is a cherished tradition where students and alumni proudly showcase their university's football team colors, celebrating school spirit across the nation. For the 2017 College Football Championship, William Morris Endeavor (WME) sought to amplify this excitement digitally, making it more interactive, accessible, and engaging for both die-hard fans and a new generation of college football enthusiasts.

Challenge

The challenge was twofold: increase awareness and engagement around College Colors Day and modernize the celebration with a seamless, digital experience. Our goal was to bridge the gap between tradition and modern digital interactions, catering to both long-time fans and younger, tech-savvy audiences.

Approach

We began by immersing ourselves in the spirit of College Colors Day, conducting in-depth market research to capture its essence. This informed the development of an integrated marketing campaign that revitalized the event, bringing it into the digital age. Our focus was on making the experience more interactive, shareable, and easy to engage with, ensuring broader reach and deeper user connection.

Solution

• Share & Save Photo Experience: We crafted a user-friendly interface that encouraged fans to share their pride online. The streamlined design led to 12% of visitors actively using the sharing component, boosting College Colors Day’s digital reach.
• Two-Click Social Sharing: To meet the need for simplicity, we developed a responsive web app allowing fans to upload and share images, including selfies, with just two clicks. This intuitive experience resulted in 18.5% of unique visitors engaging by sharing or saving their photos.
• Integrated Merchandising: Fans were seamlessly guided to team-specific merchandise stores within the app, providing an easy way to purchase gear and showcase their school loyalty.
• Winning Proposition: To incentivize participation, users who engaged with the app were automatically entered to win tickets to the championship game, driving excitement and encouraging further interaction.

Key Takeaways

Our partnership with William Morris Endeavor on College Colors Day transformed a beloved tradition into a digital sensation. The campaign achieved 277K unique page views, a 19.3% conversion rate, and attracted 85.4% new visitors, marking it as WME’s most successful to date. This project demonstrated the power of modern digital strategies to elevate traditional experiences, solidifying La Visual’s expertise in creating engaging, user-centric digital campaigns.