ESPN’s SEC Network dominates SEC FanFare
For the last 21 years, the Southeastern Conference fans’ excitement, passion and loyalty have helped create the ideal setting for a brand experience at the SEC Football Championship with the SEC FanFare. McKinney’s Experiential Marketing team, experts at creating immersive experiences for our brands and housed in our New York office, took full (and fun) advantage of that energy on December 6 and 7 during the championship game weekend in Atlanta.
They set up and ran ESPN’s SEC Network booth, a 40X80-foot area at SEC FanFare held adjacent to the Georgia Dome in the Georgia World Congress Center. To help raise awareness of the new network launching in August 2014, the team organized everything from face painting and armchair quarterbacking to photo ops.
“We were in the perfect market for an event like this,” says Frank Moran, Experiential Marketing project director. “The people at SEC FanFare were a captive audience, and we were pleased by how long they chose to stay at our booth signing up for the SEC Network, waiting in line to get their faces painted or photos taken, tweeting and getting SEC Network magnets, shirts and rally towels.”
Approximately 3,300 fans visited the SEC Network booth over the two-day pregame event, and they uploaded almost 800 photos to the SEC Network Facebook page and the @iwantSECNetwork twitter page. Frank estimates that at least 60 percent of photos were tweeted by fans.
“One of the most exciting moments,” remembers Moran, “was when we had the Mizzou and Auburn cheerleading squads perform for the fans. So many people showed up to watch them that they were spilling over into other FanFare booths. They definitely tried to ‘Take it all in’!”
ESPN tapped McKinney earlier this month to help launch the SEC Network.