The objective of 2009/2010 college basketball campaign was to create a multi-year promotional platform for college basketball on ESPN that connects ESPN’s passion for the game with that of the fans by tapping into the excitement, intensity and fervor of college basketball. The campaign highlights the fact that the soul of college basketball is about the fans in the stands and the amazing traditions at these storied schools. Whether it’s The Rock Chalk Chant at Kansas. the students at Duke sleeping in tents for weeks to get tickets to a big game or the Maasai warrior jump. These are the things that make college basketball so special. Additionally, a tagline “College Hoops on ESPN, The Middle of the Frying Pan” was developed to help define ESPN as the epicenter of college basketball.