ctinsider
In Akron, Ohio, an unconventional promotional idea has transformed into a viral sensation, drawing global attention and boosting ticket sales for the University of Akron's football program. The contest, which offers a fan the chance to serve as offensive coordinator for one series during the Zips' home opener, has exceeded all expectations since its announcement.
Andrew Goodrich, the athletic director, initially proposed the concept, which was met with skepticism from colleagues. However, after refining the details, the promotion has become a public relations triumph, amassing 23 million social media views and attracting new season ticket holders from 38 states and as far as Germany.
Goodrich explained his motivation: "I just wanted to do something that no one had ever done before. And maybe more importantly than that, I wanted to do something that would make fans read that and look at their friend and go, 'Are you serious? Would I really have a chance to do this?' And that's what we were looking for." He added, "We thought it would be popular in our backyard of maybe the MAC, northeast Ohio and western Pennsylvania. We didn't realize that the whole world was going to go, 'Hey, you know what? We love this.'"
The winner, Marty Whims II, a longtime season ticket holder and Akron graduate, was announced on Tuesday. Whims, who serves as chief financial officer for Stark Enterprises, will have the unique opportunity to call one series during the game. The random drawing was conducted by Akron's College of Business and the George W. Daverio School of Accountancy.
Head coach Joe Moorhead, who typically calls plays himself, was initially hesitant about the idea. "At first I thought it was absolutely ridiculous. I don't even let my assistant coaches call plays. I call the plays," he said. However, after discussions, he embraced the concept with certain parameters. "It's a unique opportunity. The football program benefits from season tickets and then shines us in a positive light," Moorhead noted. He emphasized that the fan would collaborate on the opening script, not bring in a completely new playbook. "He's going to come in, you'll walk them through what's in the game plan. You'll talk about, 'Hey, this is what Robert Morris plays in all these different situations.' Here's my opening script for the game. What are your ideas? And then, hey, what do you think about this play in this position? And make it more of a collaboration, for lack of a better term."
The promotion has also had a significant financial impact. Suites sold out for the first time since InfoCision Stadium opened in 2009, and notable figures like Jon Gruden, Pat McAfee, and Dan "Big Cat" Katz purchased season tickets. Katz, of Barstool Sports, was among the nine finalists announced on Aug. 19. The contest even attracted a last-minute corporate sponsor, Arby's.
Key Analysis
The success of this contest highlights the power of creative fan engagement in college sports. By offering a once-in-a-lifetime experience, Akron has not only generated buzz but also strengthened its fan base and revenue streams. The collaboration between the athletic department and coaching staff ensured the promotion remained fun while respecting the integrity of the game, a balance that other programs might look to replicate.
Originally reported by ctinsider.