Surrounding the Fans

Rutgers Athletics

Media Planning and Buying

When looking to maximize reach in the tri-state area to increase tickets sales for Rutgers Football, Spitball developed unique media placements that augmented traditional media planning. With limited budgets and being surrounded by professional sports teams in NJ, NY and PA, Spitball looked for inventive ways to pop up in our active-audience lives. Spitball focused on seasonal opportunities that also have high traffic visibility.



Taking into account the Jersey Shore’s popularity with in and out of state residents, Spitball crafted beach takeovers that took us to the skies – quite literally. An aerial banner and branded parasail brought the Block R to miles and miles of beachgoers.

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To help drive Rutgers fandom coming from outside the state lines, Spitball looked to capture the hearts of travelings sports fans leading up to the season’s kickoff. A digital takeover around high foot-traffic areas throughout Newark Liberty International Airport encouraged those traveling near and far to get their “R-U-RAH-RAH!” chants on.

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Rutgers fans love nothing more than to hear from Rutgers fans and alumni. We partnered with Producer Sam, a rising on air talent on z100 and the Elvis Duran morning show to help power Jersey’s commute DTS. But we didn’t stop at on air spots and reads. We crashed the party for Samantha’s birthday at the iHeart Studios with driving tons of earned media across some of the biggest names in tri-state radio and across social. The who campaign was celebrated with Samantha and fellow iheart personalities on site, highlighting how Rutgers brings the summer fun of the boardwalk to gameday.