Capital One Bets on Women and Football
One of my favorite promotions each year that rolls out around the college football season is the Capital One Mascot Challenge.
Despite my alma mater’s mascot (Hey Reb! From UNLV) losing out on the top prize a few years ago, the nature of the campaign and how its “rah-rah” advertising mixed with a good dose of humor makes it a blast to watch. It does a great job of taking the passion we all feel around the season and focusing on the fuzzy representation of each school’s mascot. The college sports spirit lives in a series of spots and promotions that have you rooting on your alma mater in whole new way. The end-game is honor of being crowned Capital One Mascot of the Year at the Capital One Bowl on Jan. 1, 2011
Many of these campaigns lose steam after a few years, but the Capital One program continues to evolve and keep our attention. Because they’ve kept it fresh, it stays relevant and with the rise of social media, even more fun to watch.
This year Capital One also did another brilliant thing: they started to go after the fastest growing demographic of college (and pro!) football fans: women.
Danielle Smith, author of Extraordinary Mommy, one of the leading mom bloggers in the U.S., joined on with the campaign to offer a more female perspective with a new wrinkle: a blogger contest for women from each of the schools represented in the Mascot Challenge.
In her first post as part of the social media promotion, Danielle challenged women from each school to join and talk about their passion around the sport. But does this infamous mom blogger like football herself?
“Yes, I am a huge football fan,” the mom from suburban St. Louis said. “There is something about the raw emotion, the loyalty and the potential for greatness that just gets to me.”Continued on the next page