This multi-week social media campaign celebrated the longstanding Battle of I-75 (Toledo vs. Bowling Green) football rivalry, one of BGSU’s most iconic traditions. The strategic goal was to drive ticket sales, increase engagement, and strengthen pride among students, alumni, and the broader community. The campaign featured coordinated posts across BGSU’s social channels, including Instagram, TikTok, X (Twitter), LinkedIn, and Facebook. Creative content highlighted the history and intensity of the rivalry and iconic traditions, combining nostalgia for alumni with excitement for current students. Short-form videos and graphics were used to maximize engagement and encourage sharing. University social media staff collaborated closely with athletics to ensure content authenticity while leveraging trending formats to reach both students and alumni. Messaging emphasized school pride, the competitive spirit of the rivalry, and the excitement of attending the game in person. The multi-week effort resulted in the first sold out Toledo vs. BGSU football game at the Doyt L. Perry Stadium since 2007. This campaign demonstrated the power of targeted, story-driven social media in increasing attendance, celebrating tradition, and connecting multiple generations of the BGSU community.
From the Judges
Content is high quality and visually appealing. A very creative way to engage not just students and alumni, but the greater community as well. Kudos for blending campus culture and tradition with trends!
