In the 2016-2017 season, the Oregon Women’s basketball team ranked 47th in the nation and 4th in the PAC-12 conference in attendance. We knew this Ducks team was extremely talented, so we wanted to get them the support that they deserved .
Our strategy team researched college athletics, the WNBA, basketball as a whole, and all women’s sports to figure out what messaging was effective in driving interest. We uncovered that we could get Duck fans excited about this women’s basketball team if we first got them interested in the individuals that make up our team.
This led to our single most compelling idea: Strong, accomplished, badass individuals combine to make an epic team.
We brought this strategy to our creative teams and worked hand in hand with them to create:
Our team took every player and turned them into a super hero with a playful comic book feel that got everyone familiar with the players.
We then introduced the Wonder Ducks to everyone in Eugene and everybody on campus with print, TV, radio, and social media advertising.
As for results, things couldn’t have gone much better for us.
We increased our attendance by 1,660 fans per game, which led the nation for the largest increase from 2016-2017 to 2017-2018
We saw an 57.7% increase in student attendance and a 49.63% increase in non student attendance. This momentum carried into the two march madness games that were hosted at University of Oregon when both games were completely sold out.
Connect with the rest of this incredibly talented team!
Account Manager: Jake Wilmink
Writer: James Vos
Art Director: Stacy Yurishcheva
Designer: Raquel Ortega