Where have we been? PART ONE

You may not have heard from us lately, but I'm sure you've seen our work.

We've been in a zone - producing a ton of wildly creative and successful campaigns. The next few posts will show a few elements from each of our latest campaigns.

First up: University of Kentucky Football - Fight Song Outdoor

Covered by ESPN Magazine (see below), Street & Smith's Sports Business Journal, Media Post, Marketing Daily and more...

Reads: Post Mo Bills

College teams have used billboards to incite interest and hype Heisman hopefuls for some time. But this year a host of SEC teams have take the tactic, and subsequently their rivalries, to new heights, not to mention wavelengths. Kentucky recently erected "singing" billboards to trump up some school spirit. Drive to within a mile of the ads - they've been erected in both Lexington and Louisville - and a transmitter broadcasts snippets of cheerleaders singing "On, on U of K" on the AM dial. Pity the unwitting, and presumably uninterested, passersby, particularly those in Louisville. (Piling on, one of the ads portrays a Wildcat tackling a Cardinal.)

Meanwhile, down in Atlanta, Auburn has seeded more than 20 boards to promote the school and its football team. Others have been planted in the even more hostile environs of Birmingham and Mobile. And Tennessee has spent a chunk of its marketing budget so that Lane Kiffin and All-America defensive back Eric Berry can look down upon the masses not only in the Volunteer State but also in the rival lands of Florida and Georgia.

"Looking as a marketer, I see the utilization of a variety of media," says Richard Southall, director of UNC's College Sport Research Institute. "Billboards generate interest on talk radio, in newspapers, on message boards and in magazines." In the end, though, the real audience might not be fans. "They're selling the school and the exposure directly to recruits and their parents," Southall says. Because if you can't overwhelm your opponent on the field, maybe you can overwhelm commuters off of it.

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Below is some more great work created for University of Kentucky Football to enhance the game day experience at Commonwealth: Huge Stadium Graphics