FOX Sports x Discover - ”B1G 10 Goes West”

ABOUT THIS ENTRY

The “Big Ten Goes West” digital series, hosted by Christian Crosby, brought fans an exclusive, behind-the-scenes look at the Big Ten Conference’s historic expansion. Sponsored by Discover, this social-first campaign celebrated the inclusion of USC, UCLA, Oregon, and Washington, delivering engaging content that showcased the traditions, passion, and communities of the conference’s newest schools.

How does this represent "Excellence in Engagement"?

The Big Ten Goes West” campaign redefined “Excellence in Engagement” by setting a new standard for fan connection through social-first, influencer-driven storytelling. By giving fans exclusive, behind the scenes access to the Big Ten’s expansion, the series not only informed but immersed audiences in the traditions and passions of USC, UCLA, Oregon and Washington.

This campaign set a new benchmark in fan engagement by blending long-form storytelling with short-form interactive content designed for modern sports consumption. The use of Christian Crosby as a relatable, energetic host bridged the gap between schools and fans, making the experience feel personal and authentic.

By surpassing engagement benchmarks and driving a 123% overachievement in view goals, the campaign demonstrated the power of influencer-led, social-first content in college football marketing. It serves as a model for brands looking to foster deeper, more meaningful connections with fans while seamlessly integrating sponsorship messaging.

Objective

Discover’s mission is to make every customer feel valued, and with its sponsorship as the “Official Card of the Big Ten,” the brand sought to extend that same sentiment to college football fans. The goal of the campaign was twofold:

1. Strengthen Discover’s association with the Big Ten by providing unique, insider access to the new “West Coast” schools.
2. Drive engagement through an interactive and entertaining content series, reinforcing Discover’s presence within the college football ecosystem.
By positioning Discover as a brand that “shows up” for Big Ten fans, the campaign was designed to spotlight community, tradition, and the excitement surrounding the conference’s expansion.

Strategy & Execution

The “Big Ten Goes West” campaign was designed with the modern sports fan in mind, leveraging social-first, digital-native content to connect with fans where they are—on their phones. Understanding that fans crave insider access, behind-the-scenes moments, and influencer-driven content, the series delivered all of these components through host Christian Crosby, whose relatable, energetic personality resonated with sports audiences.

Throughout the 2024 College Football season, Crosby traveled to the four new Big Ten schools—USC, UCLA, Oregon, and Washington—bringing fans closer to the action of the newly expanded Big Ten. Each stop featured a mix of longer-form hero episodes capturing the atmosphere, traditions, and passion of Big Ten’s expansion schools and shorter-form reel-style videos with exclusive interviews, fan interactions, and engaging moments tailored for modern sports fans.

By leveraging influencer partnerships and fan-driven storytelling, the campaign amplified Discover’s college football presence and created an authentic, community-focused experience. With dynamic content that resonated with digitally savvy sports fans longing for insider access, the series promoted Discover’s mission while fostering a deeper connection with the Big Ten community at large. Content was distributed across FOX College Football’s digital platforms (IG/FB/TT) and Crosby’s social channels, ensuring it reached fans wherever they engaged.

Organizations

• FOX
• Discover
• Mindshare World

Links

•   Website

Featured

• Christian Crosby
• Oregon Athletics
• UCLA Athletics
• USC Athletics
• Washington Athletics

Credits

Bryan McAleer
SVP
FOX Sports

Emilee Cavis
VP
FOX Sports

Alex Reardon
Senior Manager
FOX Sports

Oliver Moody
Manager
FOX Sports

Michela McKeever
Coordinator
FOX Sports

Sarah Stahlberger
Coordinator
FOX Sports

Matt Modica
Senior Feature Producer
FOX Sports

Carla Gutierrez
Manager
FOX Sports

David Cox
Senior Manager
FOX Sports

Ricardo Perez-Selsky
Senior Director
FOX Sports

Thomas Meason, Sr
Sr. Manager Camera & Cinematography
FOX Sports

Jon Hill
Director Creative Video
FOX Sports

Jordan Frankel
Manager, Content
Mindshare

Meredith Cox
Associate Director Content
Mindshare

Aris Piliguian
Executive Producer
Mindshare

Patrick Lylo
Head of Strategy and Managing Director
Mindshare

Tamera Mellish
Managing Director
Mindshare

Katie Humphreys-Toth
Manager, Investment
Mindshare

John Schaefer
Senior Principal Sponsorships & Paid Media
Discover

Kerry Lorenz
Principal Brand Manager
Discover

Sam Sullivan
Associate Director, Content
Mindshare