JOHNSON CITY, Tenn. (April 18, 2016) – Finding the perfect formula for a halftime, fan-engagement experience is not easy, but this past basketball season the ETSU Department of Intercollegiate Athletics and Johnson City Honda teamed up for an unique and successful promotional campaign.
The Johnson City Honda “So You Think You Can Sing?” Challenge matched a field of 32 contestants in one-on-one signing competitions with a tournament-style bracket at halftime of ETSU men’s and women’s basketball games. Using the program’s social media sites and mobile app, fan voting determined the performers that advanced throughout the competition, and ultimately four semifinalists were on hand at the Buccaneers’ final men’s basketball game of the year against Wofford on Feb. 27 to learn who earned the most votes and was crowned the winner of the challenge.
The contest winner had a choice of a three-year lease on a 2016 Honda Civic or $7,500 cash.
“One of the exciting things about this promotion – besides the enthusiastic reaction of our fans at the games – was the ability to use social media and track the impressions,” said ETSU Director of Intercollegiate Athletics Dr. Richard Sander. “We were able to show Johnson City Honda the analytics and the impact of their investment. We are continually looking at more and better ways to aggregate data to make the best decisions, and this contest demonstrated the importance of giving one of our corporate partners relevant data.”
From a promotional and outreach perspective, the “So You Think You Can Sing?” Challenge definitely made a lot of noise. For ETSU athletics, the program’s Facebook page saw a 22 percent increase in new followers and the program’s Game Time mobile app downloads increased by 135 percent. In addition, total views of the promotion’s musical content garnered 715,691 views, 31,453 likes and 10,526 shares on Facebook, providing an impressive amount of exposure both for the athletic program and Johnson City Honda.
“We loved the idea of doing something different at the games this season and it was a great way to connect with our customers, as well as fans of ETSU basketball,” said Johnson City Honda’s Joe Trujillo. “It was a lot of fun to see the talent we have in this area, and it was interesting to watch the tournament progress throughout the season. It was really exciting for everyone.”