For our inaugural sponsorship with the University of Memphis Athletics, our goal was to create an impactful, memorable, and on-brand in-game activation for football and basketball seasons. As a paper company, we wanted to showcase our product while ensuring the audience instantly understood our company and product—steering clear of generic sponsorship ideas like logo placement or traditional timeout games.

I spearheaded the concept of the "Show Me Your Sign" Cam, a fan-driven activation featuring a sign-making station using Sylvamo’s Accent Opaque paper. Positioned at the entrance of each game, the station encouraged fans to craft their own creative game-day signs. During timeouts, the jumbotron highlighted the best signs, creating an engaging, interactive experience for the crowd.

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My Role

• Designed jumbotron graphics for both football and basketball stadiums and animated rings for the FedEx Forum. 

• Created poster templates and pre-written signs to set the tone for humor and branding, as well as paper fans for hot football games.

• Designed a pop-up sign to attract attention to the sign-making table.

• Coordinated social media ideation for the University of Memphis Athletic accounts.

• Provided strategic direction and creative execution to bring the activation to life within a week’s deadline.

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Results

• Created a total of 2.9 million branded impressions with $0.0026 cost per impression.

• Sign-making stations became a fan-favorite, with supplies running out at every event.

• Free marketing throughout the games, with crowd jumbotron shots showcasing branded signs.

• Increased visibility via organic marketing on social media, reaching an additional 1.07 million people through coverage by outlets like the Daily Memphian and the University of Memphis accounts.

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This activation not only elevated our brand visibility but also fostered a deeper connection with the community and the University of Memphis fan base.