Texas A&M University

Heisman Trophy Campaign

Challenge

After a spectacular season, Texas A&M quarterback Johnny Manziel had become a contender for college football’s highest honor, the Heisman Trophy. Belmont was tasked with quickly developing a congratulatory multimedia campaign.

Solution

Because the campaign has to be developed before the actual Heisman winner was announced, Belmont created two sets of ads – one that would run if he won, one that would run if he did not.

Results

The campaign launched immediately following the announcement that Johnny had won and featured national print, digital, outdoor and a digital billboard in New York City’s Times Square, where the trophy presentation occurred.

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