35 / 44
MOHAMED MARKETING
BIRMINGHAM BOWL
CAMPAIGN PLAN 2017
33
#ShakeOff
Social Video Promotion
The second (and final) social video
promotion will take place a month later.
It will be titled the #ShakeOff Contest
and will last from August 1st to August
31st.. This contest highlights the impact
that teammates’ handshakes have within
the game of college football. Duos will
tweet videos of their choreographed
handshakes along with the hashtag
#ShakeOff. Considering the fact that
two participants will be apart of the
submissions, two grand prizes of a
custom Birmingham Bowl Yeti cooler
will be awarded accordingly. Within
the ninety-mile radius, this accessory
is a desired commodity among the
primary target audience for tailgating
and other event purposes. It also gains
appeal as the summer season brings
extremely hot temperatures to the state
of Alabama, making a top-quality ice
chest a valued luxury. The competition’s
winners and runners-up will also get the
chance to have their videos played on
the jumbotron during the Birmingham
Bowl game. Just like with the Touchdown
Celebration Contest, this will motivate
winners and runners-up to spread word
about the Birmingham Bowl so that they
can show off their videos.
#WorstGiftEver/
#WorstHolidayEver
Social Media Promotion
The final promotion will take place
December 1st through December 31st,
right before and/or during the time that
the bowl game will be held. Contestants
w i l l b e a s k e d t o s u bm i t t w e e t s
showcasing their least favorite holiday
memories or gifts. They will also be
required to use either the #WorstGiftEver
o r #Wo r s t Ho l i d a y E v e r h a s h t a g ,
depending on which failed memory they
decide to submit. Participants will submit
a tweet, picture, or video elaborating
on the topic and several awards will be
designated to those with the funniest,
most entertaining, or most original
submissions.. The grand prize will include
two tickets to the actual bowl game.
First and second runners-up will receive
Birmingham Bowl t-shirts and jersey-
shaped koozies. The logic behind this
contest is that participants will reflect on
their negative experiences and look to the
Birmingham Bowl as a solution to their
past holiday problems. Prizes will also lift
their spirits and be seen as a replacement
for unsatisfying gifts that they previously
received.
Sales Promotions
#GridIronCity
Birmingham Bowl T-Shirt
Birmingham Bowl Tickets
Football-Shaped Stress Ball
Stadium Cup