Arizona Wildcats MBB Social Refresh
Arizona Men’s Basketball is one of college hoop’s most successful programs, but they came to us in search of the same level of success on social media ahead of their upcoming season. So, we took a trip to Tucson, sponging up the Wildcat culture in real time...and we learned that the challenge lied in amplifying the culture rather than creating it.
We boiled the culture proof points down to three As: Athletes, Alumni, and Arizona. Fans needed to know more about the players on the team, see prominemt alumni interacting with the brand, and learn more about why Tucson / Arizona was the only place they could access this culture.
Then we got to work.
MILDCATS TO WILDCATS
We created a Hot Ones-style interview series where Neil Everett helps fans get to know the coach and players while they eat Tuscon’s iconic spicy salsas
INTERNATIONAL SNACKINGArizona and their coach were known for international players, so we created
a series where Wildcats players from around the globe made their teammates try their favorite hometown snacks.
We even re-built the player tunnel experience, giving the fit pics (and the athletes wearing the fits) a place to shine.
ALUMNI TAKEOVER
To launch the refresh, we recruited high profile alumni Richard Jefferson and Channing Frye (seen above) and their Roadtrippin’ podcast to bring the fanfare ahead of the basketball season.
And they delivered!
Ahead of the 2023-24 season, Arizona Wildcats basketball was the talk of the town in Tucson and beyond! Happy to have played a small part in bringing this program social prominence.
THE TEAM