For true blue University of Kentucky fans, nothing makes their blood boil with blue more than hearing the fight song at a UK athletic event. The thought of Saturday football at Commonwealth Stadium in Lexington was incorporated into an outdoor campaign with UK players in action. This year’s campaign creative included one of nine lines to the UK Fight Song in the copy.
On, On, U of K
We Are Right For The Fight Today
Hold That Ball And Hit That Line
Ev’ry Wildcat Star Will Shine
We’ll Fight, Fight, Fight For the Blue & White
As We Roll To That Goal Varsity
We’ll Kick, Pass And Run
Till The Battle Is Won
Bring Home The Victory
The best part- the billboards will sing the fight song to you from up to a mile away in Lexington and Louisville. How? The billboards are equipped with radio transmitters and a recording of the Fight Song will play around the clock on the radio frequency. The trick? Finding the correct radio frequency. This campaign counts on the frenzy that is the University of Kentucky athletic fanbase. Hopes are that word of the billboards and radio frequency will be found on message boards, chat rooms and blogs for all UK fans to see.
Fan engagement and the integration of advertising mediums sets this campaign apart.
Cornett-IMS also devised a scavenger hunt around the billboards that rewards the winner with a pair of 2009 season tickets. The fan must find and photograph the entire campaign for the tickets.
Do you know the radio frequency for any of the boards? If so, comment below and let us know.