ABOUT THIS ENTRY
The University of Texas Athletics, in collaboration with Learfield Studios, developed an original, three-part docuseries entitled We Are Texas that offered an inside look at one of the most prominent collegiate women’s volleyball programs in the country, capturing the essence of Texas Volleyball's storied success, the players on the team, and the culture that drives it. The series provided fans with an unprecedented view of the team's journey, from historic victories to exclusive behind-the-scenes moments of the 2024 season.
How does this represent "Excellence in Engagement"?
The University of Texas has been a perennial powerhouse in DI collegiate volleyball and exceptionally strong in the last several years, with back-to-back national championships in 2022 and 2023. The program has a strong following of fans that want to be more deeply engaged with the team, and the “We Are Texas” series provided that inside look at the hard work, culture, and passion that powers the team’s success. Through profiles and interviews, fans were able to learn more about some of their favorite players, providing an authentic connection that personalized the team beyond watching live match play.
With distribution through the Longhorn Network streaming platform, the series was available to fans across the country, allowing Texas fans to be a part of the team even if they could not make it to campus for live competition. Additionally, in the era of name, image, and likeness (NIL), the original series provided an opportunity to spotlight women’s sports and female athletes in a way that helped elevate their profiles and build their personal brands for future NIL opportunities.
Objective
The exclusive three-part series, “We Are Texas” was produced to give fans in-depth content highlighting the remarkable achievements of the Texas Volleyball program, celebrating their back-to-back National Championships along with a special profile of 2023 NCAA Final Four Most Outstanding Player, Madisen Skinner.
"We Are Texas" provided an intimate look at the successful Texas Volleyball program, capturing their triumphs and the team's journey as they prepared for the 2024 season.
Strategy & Execution
Produced by Learfield Studios and members of the Texas Athletics creative and communications staffs, the We Are Texas series was the inaugural docuseries exclusively available on the newly reimagined Longhorn Network, as Texas-focused free streaming platform that was launched to coincide with the school’s move to the Southeastern Conference on July 1, 2024. The series went behind the scenes at practices and matches to show the power and prowess of Texas Volleyball, and conducted interviews with some of top players, showing a personal side to the women athletes and strengthening the connection with fans.
The series launched with a trailer that was promoted through Texas social media channels to build excitement, followed by three episodes of content that told the story of Texas volleyball.
• August 20: Trailer
• August 22: Episode 1
• August 29: Episode 2
• September 5: Episode
Organizations
- Learfield
- University of Texas Athletics
Links
Credits
Drew Martin
Executive Senior Associate Athletics Director for External Affairs
University of Texas Athletics
Caten Hyde, Sr.
Associate Athletics Director, Creative Development and Video Production
University of Texas Athletics
Lucas Motta
VP & General Manager, Longhorn Sports Properties
Learfield
Tyler Suddarth
Supervising Producer
Learfield Studios
Josh Lightne
Editor
Learfield Studios
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