Bringing Together College Traditions with World's Largest Game of Cornhole
Issue: As the title sponsor of the College Football Playoff Goodyear Cotton Bowl Classic for the second consecutive year, Goodyear challenged Coyne to drive consumer awareness of the brand’s involvement in college football throughout the entire season. Coyne was charged to develop a big idea to generate awareness around the game and the brand’s commitment to the sport. The activation would need to complement Goodyear’s season-long ‘tradition’-themed campaign, which included a new ad campaign focused around the company’s 60th anniversary year of providing aerial coverage for college football.
Idea: After analyzing extensive research and with a complete understanding of the college football landscape, Coyne landed on the idea of creating a unique stunt that would elevate the Goodyear brand, as well as their sponsorship of the Goodyear Cotton Bowl Classic to generate mass national and local media buzz. Coyne set forth to break a Guinness World Record for the World’s Largest Game of Cornhole, a traditional college tailgate game, but take it to new heights by playing the game from the iconic Goodyear Blimp. Coyne PR recommended hosting the larger than life event days before the Goodyear Cotton Bowl Classic to create buzz leading up to the playoff game. To further tie the stunt into the college football playoff game, Coyne PR invited mascots and cheerleaders from the competing teams of the Goodyear Cotton Bowl Classic, Michigan State University and the University of Alabama, to take a ride in the Goodyear Blimp, Wingfoot One, to compete in the oversized game of corn hole.
Impact: The Guinness World Record for the World’s Largest Game of Cornhole proved to be an immense hit leading into the Goodyear Cotton Bowl Classic with national and local media and widespread coverage resulted in online, print and broadcast media. Overall, through aggressive media outreach, social media activity, and onsite consumer impressions, Coyne PR helped Goodyear break through the crowded conversation surrounding the highlights of the college football playoff game coverage. The news appeared in more than 1,470 broadcast, print and online stories, resulting in over 101 million impressions. With a total earned ad value of $2,518,000 and a budget of $185,000, the return on investment for the World’s Largest Game of Cornhole was 13.6:1.