2022 Shamrock Series Uniform Reveal

ABOUT THIS ENTRY

For 11 seasons, Notre Dame Football has played its Shamrock Series game, taking over a city for a game with athletic, academic, & faith events. For each iteration, Notre Dame works with Under Armour to develop a special uniform that showcases the spirit of the game. With October’s uniform marrying the glimmering gold of Las Vegas with Notre Dame’s iconic Golden Dome, we created a splashy release plan to market the uniform & game.

The video was accompanied by another piece showcasing the uniform’s details, a microsite with behind-the-scenes from filming, and photography.

The impact of the final video, which garnered 3.4M views, 8M impressions, & nearly 600k engagement actions just on University-owned channels, was felt across sports.

The video was shared by actors such as original Hangover actor Ken Jeong and Miles Teller, social media personalities, and various sports and news shows. The video set the bar for uniform reveal videos across sports.

How does this represent “Excellence in Engagement”?

The video garnered attention across sports and received placement on a variety of sports and news shows, increasing the profile around a first-year head coach and a team that would be coming off a New Year’s Six bowl game, increasing exposure around Coach Freeman and giving fans a new, positive talking point around the program.

The release also married a relatable, young piece of content with a cool, modern uniform that was attractive to a prospective student-athlete. Setting aside the typical storylines of tradition and history that surround Notre Dame, another avenue of accessibility was opened up to prospective student-athletes.

Objective

For 11 seasons, Notre Dame Football has played its Shamrock Series game, taking over a city for a game with athletic, academic, & faith events. For each iteration, Notre Dame works with Under Armour to develop a special uniform that showcases the spirit of the game.

With October’s uniform marrying the glimmering gold of Las Vegas with Notre Dame’s iconic Golden Dome, we created a splashy release plan to market the uniform & game.

While planning began on uniform design in May 2020, preparation started in spring 2022 & the idea to parody the legendary Vegas film The Hangover was born. The entire production was done by the in-house Fighting Irish Media team at a Hollywood studio level. We filmed for 4 days at Vegas locations with the final shot revealing the uniform.

The video’s release was accompanied by another piece showcasing the uniform’s details, microsite with behind-the-scenes & photography.

The impact of the video, which garnered 3.4M views, 8M impressions, & nearly 600k engagements on University-owned channels, was felt across sports. The video was shared by actors such as original Hangover actor Ken Jeong & Miles Teller, media personalities, & across a variety of sports & news shows. The video set the bar for uniform reveal videos.

Strategy & Execution

Notre Dame’s internal Fighting Irish Media team worked to conceptualize, develop, plan, shoot, edit, & execute all release content in-house over a three-month period.

Following filming, the team returned to South Bend to edit & create the release around the uniform. The video’s release date was strategically chosen to fall just before the first summer practices, create a push for ticket interest, & give fans two months to purchase the sideline collection associated with the release.

In addition to the video, we created auxiliary content to support the main release from the football social media channels. Minutes after the release of the main video, the athletic department channels released a video showcasing the details of the uniform & reasons for their inclusion. We released photography of the uniform in the desert and in front of iconic Vegas locations, as well as behind-the-scenes from the all-star cast.

We then shared an interest form where fans could sign up to know when the Shamrock Series retail collection—featured in the video and behind-the-scenes content—was dropping. The form garnered thousands of sign-ups within hours, allowing us to capture data of our interested fans to then retarget them with ads for tickets, gear, and experiences.

Organizations

• Notre Dame Athletics

Credits

Marcus Freeman
Head Football Coach
Notre Dame Athletics

Michael Mayer
Football Student-Athlete
Notre Dame Athletics

Casey Fraleigh
Fighting Irish Media
Notre Dame Athletics

Bo Savage
Fighting Irish Media
Notre Dame Athletics

Aaron Horvath
Fighting Irish Media
Notre Dame Athletics

Alan Wasielewski
Fighting Irish Media
Notre Dame Athletics

Alessandra Dickos
Fighting Irish Media
Notre Dame Athletics

Boston Logan
Fighting Irish Media
Notre Dame Athletics

Cody Baker
Fighting Irish Media
Notre Dame Athletics

Dan Wacker
Fighting Irish Media
Notre Dame Athletics

Derek Coleman
Fighting Irish Media
Notre Dame Athletics

Doug Thompson
Fighting Irish Media
Notre Dame Athletics

Emily Ragan
Fighting Irish Media
Notre Dame Athletics

Jodain Massad
Fighting Irish Media
Notre Dame Athletics

Jerry Maloney
Fighting Irish Media
Notre Dame Athletics

Jaye Galloway
Fighting Irish Media
Notre Dame Athletics

Jon Asher
Fighting Irish Media
Notre Dame Athletics

Josh Bates
Fighting Irish Media
Notre Dame Athletics

Katy Lonergan
Fighting Irish Media
Notre Dame Athletics

Chris Bacsik
Notre Dame Football
Notre Dame Athletics

Dan Glynn
Notre Dame Football
Notre Dame Athletics

Kevin Barrett
Fighting Irish Media
Notre Dame Athletics

Meghan Kelly
Fighting Irish Media
Notre Dame Athletics

Nathan Bush
Fighting Irish Media
Notre Dame Athletics

Nicole Kirk
Fighting Irish Media
Notre Dame Athletics

Rachel Pincus
Fighting Irish Media
Notre Dame Athletics

Robby Hamman
Fighting Irish Media
Notre Dame Athletics

Shalika Shetty
Fighting Irish Media
Notre Dame Athletics

Tim O'Connor
Fighting Irish Media
Notre Dame Athletics

Isaiah Foskey
Football Student-Athlete
Notre Dame Athletics