Best of CASE District V Award
 

Institution: Miami University

Title of entry: Miami’s Marketing Scores Big at Snoop Dogg’s First Bowl Game

About this entry: Miami University’s Communications and Marketing team leveraged the Snoop Dogg Arizona Bowl presented by Gin & Juice that took place in Tucson, Arizona, to elevate brand awareness on a national stage. As the first-ever bowl game sponsored by an alcoholic brand and featuring a high-profile celebrity, the event provided an opportunity to generate engagement around Miami.

Through a strategic combination of organic social media, paid media marketing, and earned media, we secured over 287 million impressions across various channels, including notable mentions from ESPN, The CW Network, and Snoop Dogg himself. The campaign sparked 1,900+ messages and engaged more than 12,000 users, driving enthusiastic online discussions. Additionally, 1,109 unique authors contributed to the buzz across platforms like X, Facebook, YouTube, Reddit, and LinkedIn, leading to an estimated 42.8 million impressions on X, YouTube, and Reddit alone.

The 99% positive sentiment can be attributed to Miami’s dedicated fan base and winning Bowl performance. The university gained traction in high-visibility spaces, including Reddit sports communities with a reach of over 4 million members and ESPN College Football’s social platforms, which had a potential 5 million impressions.

Engagement was highest in cities such as Cleveland, Columbus, and Oxford, Ohio, as well as Fort Collins, Colorado, and Lakeview, Louisiana. Overall, Ohio, Colorado, Louisiana, Arizona, and Illinois drove the most interaction, proving Miami University’s growing influence beyond its traditional geographic reach.

The campaign was a remarkable success, showcasing the power of strategic marketing to amplify school spirit, expand Miami University’s visibility, and celebrate an unforgettable victory.