If you have ever been lucky enough to attend a University of
Georgia football game, you might have noticed that the scoreboard will
occasionally showcase certain Instagram posts taken by fans earlier in the day.
To the average eye, this can be just a fun and creative way to make the fans feel
special during the big game day. But, to a marketer’s eye, this is a very
simple, but clever marketing campaign that the UGA football department has chosen
to implement.
Just by tagging UGA Football into one's pictures or using a
special hashtag from that day’s game, a fan instantly enters themselves into
the drawing to have their photograph on display for thousands of likeminded fans.
Not only does this act as a way to personalize the tens of thousands of fans
that walk into Sanford Stadium on any given Saturday, but it also unites the entire
Bulldog Nation.
By simply motivating its fans to tag them in their posts
from game day, UGA Football is essentially receiving free advertising at
virtually no cost. When a fan posts a picture, their whole intended audience
will see the image. If UGA Football happens to be tagged in it, the fan’s
follower will be reminded that there is a UGA football game later that day and
might tune in. It also creates an incentive for the follower to attend a
Georgia Football game themselves. If they see that Georgia fans are having an
amazing time at the games, they might become inclined to come to the next one.
On the surface, the Instagram posts that are displayed
during breaks in the game might seem like a commonplace thing. However, it is
easy to see how this is a brilliant initiative from a marketing standpoint.
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