Spring 2016, Indiana University asked fans which university landmark, legend, event or tradition was the most "IU." Stoked by 200 years worth of school spirit, competition was fierce. Hoosiers of all ages cast nearly 110,000 votes over the three-week campaign period.
Campaign assets ranged from a 15-foot-long banner to 140-character Tweets. Votes were cast on a campaign landing page created in collaboration with Bracket Pro. Facebook, Instagram and Twitter drove traffic to the Hoosier Hysteria landing page. The brand-compliant digital assets, rich in iconic imagery and traditional IU lingo, reached and engaged nearly one million Hoosiers of all ages.
Assembly Hall won. Because Indiana basketball. No surprise there. The numbers, however, were pleasantly surprising. The campaign landing page experienced over 19,000 visits. Impressions of Facebook posts, Tweets and Instagram posts reached nearly one million. In all, there were more than 107,000 votes in less than three weeks.