Branded entertainment is very common in the US, especially with the proliferation of digital recording devices that help consumers avoid traditional on-air advertising. This trend has made branded entertainment all the more valuable to advertisers and while common in the US, it must be done strategically to ensure proper alignment between the content (bowl game), television network, its target audience and the sponsor(s). In the case of the Semper Fi Bowl, we were able to capitalize on the increasing popularity of our nation’s most popular pastime, football. We also focused on high school recruiting coverage, while leveraging the most powerful brand in the sport (NFL/NFL Network). The end result was an impactful platform that promoted the natural alignment between the Marines core values and the standout student athletes selected to play in the game.

Combining the team-oriented and elite nature of United States Marines with like-minded, up-and-coming student athletes, our messaging spoke to the challenge of being the very best and what it takes to get there. Messaging included a :30 TV spot that aired on Channel One—a news program for teens that broadcasts to middle schools and high schools across the United States and the event ultimately aired on the NFL Network. Beyond print and radio, a dedicated Semper Fidelis All American Bowl Facebook page and Twitter account also helped generate excitement and kept the conversation going right up through the game itself.

Game attendance for the bowl game increased over 40% as compared to the previous, inaugural year. 3,000,000 media Web impressions, 76,000 HH impressions, and over 98,000,000 paid media impressions (spot radio, mobile display, paid-search and facebook ads) helped contribute to the campaign’s overall success.