Client: Academy Sports + Outdoors x SEC
Agency: In-House
Role: Concept Development/Copywriting
Academy Sports + Outdoors has a partnership with the SEC football conference, and we activate on-site with the SEC Nation TV show at a matchup each week. In 2022, we stepped up our game for the Florida/Georgia clash on Halloween weekend.
We teamed up with the Tim Tebow Foundation to hold a Trunk-or-Treat for a group of 20 special-needs kids in front of the Academy-branded SEC Nation tour bus. We also partnered with a local candy shop to create custom candy bars for each of our Nation talent. Each person handed out their bar, signed autographs, and took photos, creating fun memories for a group of kids who don’t get to trick-or-treat due to their circumstances. Each child also received a $250 shopping spree at our store.
After the event, we set up an activation where UF and UGA fans could scan a code to enter their email for a chance to win SEC Championship Game tickets, then spin a wheel to get one of the candy bars we created. This led to a more than 200% increase in entries compared to a typical weekly SEC game activation.