The Wisconsin Badgers have a done a great job all year promoting Frank Kaminsky as a NCAA Wooden Award candidate (given to the nation’s top player each year). Â The marketing efforts along with his play have helped solidify him as the leading candidate to win the award.
The Badgers athletics program has been updating a unique microsite (promoted through their various social channels using the hashtag #BeFrank) linked to their athletics homepage all season long (http://www.uwathletics.com/befrank). Â Adding the social element has given the campaign more legs as it enables brands and media outlets to get involved (see the screenshot featuring tweets from Champs Sports and Sporting News below). Â It also, allows them to maximize fan engagement such as their efforts on Instagram to congratulate Kaminsky on being named as a finalist for the award and share Vines featuring highlights throughout the season.
The site itself includes a brief video, media clips, accomplishments throughout the season, including his academic achievements and commentary regarding his character. Â There is no question that having a player from your program win any award, particularly something as prestigious as the Heisman or Wooden award. Â It certainly gives the program’s brand a big boost, especially on the heels of having another player from the program finish as runner up in this year’s Heisman race in Melvin Gordon (the Badgers used the hashtag #MelvinMoment to promote his campaign). Â It is always interesting to see how an Athletics program promotes individual success but this particular campaign, to be frank, looks to be a winner.