After looking at every NCAA program’s website and social media presence, we continue to shine light on 25 of the Best NCAA Digital Ideas in 2012-13. Judging so many great ideas is not easy but I’ve decided to take a stab based on five factors:
- Creativity. Was this a fresh way to look at a message?
- Scalability. How easy is this idea for someone else to steal, adopt, and apply?
- Simplicity. Is the message easy to understand?
- Execution. How well did they bring the idea to life?
- Impact. Did this help to shape or change the brand image?
Each new idea will be shared, along with a take on how it might be extended or reinterpreted with the hopes that each idea can inspire fresh thinking.
Our journey began with:
18. TCU Rewards Fans For Tweeting
17. Sacramento State Mic’s Up Coaching Staff for Practice
Let’s keep going…
16. Duke Basketball’s Brand Shaping Poster
There are posters and there is this.
Duke Basketball created a poster that challenges how we perceive their brand. It’s gritty, intense, and aggressive. As you’ll see in the image above (or here), they unveiled it with a simple statement: FIGHT.
For a program like Duke – more thought of for finesse than intensity, it was fitting and caught attention. And I’d argue that an image like this can actually set the tone for the yearlong message around a team.
Let’s dive a little deeper:
Why I love this:
- Filter. If this is your poster image, it’s pretty easy to understand when to post or what to highlight during a season, isn’t it? Setting the stage for the season with a powerful image that lays out a clear definition of the program can make the rest of the year a much easier story to tell.
- Resourceful. Duke was going to do a poster anyway – after all, teams have to do this as part of their preseason marketing. So why not take something you’re already doing and see if you can use it in a new, fresh way?
- Provocative. I love seeing teams take shots at our pre-conceptions. This hits it straight on, and challenges us to see the team from a new perspective.
What Could Make it Better?
- More. More. More. I’d actually like to see multiple editions that continue on this theme.
- Show off the Team Experience. What was the team told about this idea? How did the attitude of FIGHT get conveyed? An inside look at how the poster was decided and executed could be fantastic to see.
What do you think? Does (or did) seeing this make you think of the program differently? I’d love to hear your thoughts on the idea and how it could apply further. We’ll keep this moving Wednesday as we continue our journey towards #1. Follow along on this blog, or you can connect with me on Twitter or Facebook.