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Integrated
BTN2Go: Mini-Mascots
What’s the best way to tell some of the biggest sports fans across the U.S. that they can now bring their favorite Big Ten team obsession with them on the go anywhere? By creating Big Ten Mini-Mascots and putting them baby carriers.
That’s exactly what Red Tettemer O’Connell + Partners (RTO+P) did in their campaign for the Big Ten Network’s BTN2Go, a multi-platform mobile extension that gives fans the ability to watch the network streamed live from wherever they are. Available on desktops, as well as smartphones and tablets, the app is free for any cable subscriber with BTN in their line-up. More than just a live simulcast of games, the app is customizable to set fan’s team preferences, highlights and stats. The app also allows fans to watch more than one game at a time, and includes all of BTN’s Extra Football Game Channels. Campaign creative features Big Ten fans wearing mini versions of their school mascots in baby carriers while engrossed in BTN2Go content on phones and tablets while worn shopping, at a child’s princess party, on the golf course and at a wedding. And just like full-size mascots, the mini-mascots get excited when they see their rivals. The campaign is airing on BTN and BTN.com. Digital and social components of the campaign are rolling out on Facebook and Twitter throughout Fall 2013. BTN2GO is available in app stores and online at BTN2Go.com.
VP, Creative Director: Todd Taylor |
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