• Loading stock data...
Thursday, July 3, 2025

Breaking Down the 2016 Heisman Campaigns

By: Joe Londergan, @Joehio_

The next recipient of the Heisman Trophy will be announced on December 10th. Over the course of the year, we watched the 5 finalists leave everything they had on the field in hopes of taking home the hardware for their school and family. In that time, we also saw the finalists respective universities put together campaigns for their candidates to convince voters that their student-athlete was the most deserving. In preparation for the big announcement, we took a look at some of the high points of the Heisman promotion of each of the five finalists.

Deshaun Watson

Clemson's always exceptional digital team has done plenty highlighting Watson's accomplishments this year. Image via @ClemsonFB on Instagram

The Clemson quarterback is the only one of this year’s finalists that managed to lead his team to berth in the College Football Playoff. Watson is also the only finalist who was also a finalist for the award last year (Alabama’s Derrick Henry won in 2015) and threw for 3,914 yards, 37 touchdowns and 15 interceptions this season and ran for 529 yards and six touchdowns.

As expected, Clemson’s digital team have created some really fantastic and vibrant pieces to highlight Watson’s accomplishments this year in both video and graphic form across social media throughout the season.

#Deshaun4Heisman 4️⃣ pic.twitter.com/6AJWeskgHS

— Clemson Football (@ClemsonFB) December 6, 2016

In terms of digital activations, you won’t find much specifically aimed at Watson’s Heisman campaign on Clemson’s channels, but you will find plenty on Watson and the rest of an impressive Clemson team that just secured the ACC championship this past weekend and the two seed in the playoff. The official hashtag for Watson’s campaign is #Deshaun4Heisman and it works. It’s to the point, it’s a play on Watson’s jersey number, and while it may be a little long, it gets the job done just like Watson has on the field all year.

Jabrill Peppers

He’s the most versatile player in college football. 

He’s @JabrillPeppers. #GoBlue #HEI5MAN pic.twitter.com/wDj9bFh67b

— Michigan Football (@UMichFootball) November 24, 2016

The only defensive player named a finalist for the award, the Michigan junior played 15 different positions this year and finished the season with 72 total tackles (16 for loss), four sacks, eight QB hurries, a forced fumble, an interception and 751 all-purpose yards in a season where Michigan ended up 6th in the nation in the final College Football Playoff rankings.

To state the obvious, Peppers is an amazing and versatile athlete and one thing Michigan Football has done very well over the course of the season is showing that with highlight action GIFs on Twitter. Other highlights of Peppers’ Heisman campaign include a highlight video released prior to the Michigan vs Ohio State game where Peppers explains his football philosophy and what it means to be a Michigan man along with an Instagram story posted on December 6th with Peppers’ condensed Heisman resume.

Michigan also did a great job capitalizing on the uniqueness of Peppers to create a site focused on the stats and the characteristics that make him so special. Michigan’s talented web and social teams put together some amazing pieces of content around Peppers, and it was nice to see that all in one nicely wrapped package for voters still on the fence.

Additionally, the hashtag of #HEI5MAN for Peppers campaign works as a play on his jersey number, but feels somewhat uninspired as that has been used for other football players with the jersey number 5 in the past.

Michigan could have used this chance to create something more unique to one of the most electrifying athletes in the sport.

Lamar Jackson

The sophomore Louisville quarterback has been in the discussion as the favorite to win the Heisman trophy since September and accumulated an extremely impressive 4,928 total yards (3,390 passing, 1,538 rushing) and 51 total touchdowns (30 passing, 21 rushing) leading U of L to a final ranking of 13 and their first Heisman trophy finalist in the history of the program.

To their credit, Louisville has been very proactive in getting the word out about Jackson and his Heisman potential. Early in the season the athletic department set up Lamar8.com as the official home of everything Lamar Jackson. The site features Jackson’s stats from not only this season, but his freshman season in 2015 along with his high school career as well. The site also features a social media tracker which features an extensive curated list of tweets from media outlets as well as the Louisville Football account detailing highlights of Jackson’s historic season. The site even features Lamar Jackson wallpapers that you can download for your desktop or smart phone and a game by game breakdown of what Jackson has accomplished this year.

In terms of social content, some highlights of Jackson’s Heisman promotion have been constant video reels of his jaw dropping athletic feats, consistent voting in Heisman polls through the team account (which then shows up in a separate tweet on the timeline) to encourage fans to engage with the process, and a slew of sleek, intense graphics usually with a stat or record to go along with it. Louisville’s creative team really shined with this section of the campaign.

That moment Lamar Jackson officially became a #Heisman Trophy Finalist. WATCH ⬇️ #L1C4 pic.twitter.com/pLJoYA2oUl

— LouisvilleFootball (@UofLFootball) December 6, 2016

Jackson’s campaign hashtag that U of L created in conjunction with adidas is #L1C4LIT. The hashtag goes along with a grass roots initiative put into place this week where iconic parts of U of L’s campus and the city of Louisville were lit red and adorned with U of L branding in celebration of Jackson officially being named a finalist for the award. Frankly, I get building on the hashtag of #L1C4 which is commonly used with U of L athletics coverage, but the way in which it was built on with the phrasing LIT is strange. What’s more, turning the University into a literal “red light district” was an unfortunate choice given the allegations concerning prostitution surrounding the basketball program recently. This section of the campaign could have executed better.

Together we are one, pursuing the Heisman W. Tonight @kfc_yumcenter joined the movement. #CardNation, it’s your turn. #L1C4LIT #teamadidas pic.twitter.com/q8xUkzlOry

— Louisville Athletics (@GoCards) December 8, 2016

Aside from that, If I had one criticism of Jackson’s campaign so far, it would be that I would have loved to see a little more of Jackson’s personality on display. With Peppers’ campaign and the Mayfield/Westbrook campaign, we got a great look at who those student-athletes are underneath the pads and, to an extent, what they are like as human beings. There was an opportunity here to do the same with Jackson and Louisville didn’t take it.

Baker Mayfield and Dede Westbrook

The Oklahoma Sooners are in an interesting position with two student-athletes both up for the same award (the first time this has happened since 2004 when Matt Leinart and Reggie Bush of USC were finalists). Mayfield threw for 3,669 yards, 38 touchdowns and eight interceptions and ran for six touchdowns, while Westbrook caught 74 passes for 1,465 yards and 16 touchdowns this season en route to a Big 12 Championship. 

In order to capitalize on the situation and the resulting chemistry from Mayfield and Westbrook’s friendship, they’ve been marketing them as a sort of tandem similar to a president and vice president. An example of how the Sooners have done this is through the utilization of gifs and videos of the two showing off their dance moves together and participating in joint interview sessions. They’ve also chosen what seems to be a clever hashtag for their digital efforts in #We2Deep.

Additionally, OU did an exceptional job capturing the personalities of their two candidates in filming the exact moments that Mayfield and Westbrook each realized that they would be traveling to New York for the ceremony (something Michigan also did for Peppers).Additionally, OU did an exceptional job capturing the personalities of their two candidates in filming the exact moments that Mayfield and Westbrook each realized that they would be traveling to New York for the ceremony (something Michigan also did for Peppers).

A visit to the official joint campaign web page MayfieldWestbrook2016.com provides a nice, aesthetically consistent compilation of the tandem’s campaign to date including quotes about the players from media figures, coaches of other programs, teammates as well as opposing players along with an assortment of highlight videos that any Sooner fan could happily get lost in for a while. The site also features how the QB and receiver stack up against national competition with their rankings compared to opponents within the Big 12 and the power five. This one page provides voters all the info needed to make an informed decision about both players.

It’s clear that a lot of work and passion went into each of these campaigns by the student-athletes and the sports business professionals behind them. No matter the actual winner, congratulations to all of the finalists and the marketers who told us their stories.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Shitposters Have Taken the Reins of Pro Sports’ Official Voices

Meet the social media pros turning sports teams into internet trolls.
Jun 16, 2025; Oklahoma City, Oklahoma, USA; Oklahoma City Thunder guard Shai Gilgeous-Alexander (2) is introduced before the game between the Oklahoma City Thunder and the Indiana Pacers in game five of the 2025 NBA Finals at Paycom Center.

NBA Taking Cues From NBA Twitter in Restoring Finals Pageantry

The NBA and ESPN/ABC made several changes on the fly.
Michelle Wie West
exclusive

Michelle Wie West Is Latest Athlete to Invest in Togethxr

The brand tripled its revenue year over year and is profitable.

Travis Hunter’s Two-Way Ambitions Could Present New Pay Questions

The Heisman Trophy winner is adamant about playing both ways as a pro.

Featured Today

The Battle Over Wimbledon’s Ambitious Expansion Plan

A classic NIMBY standoff on one of the most hallowed grounds in sports.
Seattle Rough & Tumble
June 28, 2025

Women’s Sports Bars Are on the Rise. Survival Isn’t Guaranteed

Some women’s sports bars are cashing in. Others are clawing for funding.
Jun 17, 2025; Sunrise, Florida, USA; Florida Panthers center Sam Reinhart (13) hoists the Stanley Cup after winning game six of the 2025 Stanley Cup Final against the Edmonton Oilers at Amerant Bank Arena
June 26, 2025

Stanley Cup’s International Summer Tour: Rules, Repairs, and Raucousness

No pro trophy tour compares to the NHL’s three-month global victory lap.
Mar 15, 2025; Fort Worth, TX, USA; UAB Blazers forward Yaxel Lendeborg (3) dribbles the ball upcourt against the North Texas Mean Green during the first half at Dickies Arena
June 22, 2025

NIL Is Shrinking the Pool of NBA Draft Entrants

Agents are now advising many players to stay in school.

What Rolapp’s NFL Exit Means—and the Top Candidates to Replace Him

NFL media boss Brian Rolapp leaves; the league hunts for his replacement.
May 23, 2025

New LPGA Commissioner: Women’s Golf ‘Really Hard’ to Find on TV

Former PGA of America COO Craig Kessler will lead the tour.
Gabby Thomas
exclusive
June 12, 2025

Grand Slam Track Cancels Los Angeles Meet As $30 Million Track Start-Up..

Sources close to Grand Slam insist money is not an issue.
Sponsored

Hottest Matchups Following NFL Schedule Release

The NFL released the 2025 regular-season schedule, and anticipation is already building in the ticket marketplace with four months to go.
Donald Trump, Nick Saban
May 22, 2025

Proposed Trump College Sports Commission May Never Happen

The White House is not sure of its plans.
May 15, 2025

PGA Championship Tees Off With Free Food, Record Hospitality Sales

General admission includes unlimited food and non-alcoholic beverages.
Jun 12, 2019; Boston, MA, USA; St. Louis Blues center Ivan Barbashev (49) and right wing Vladimir Tarasenko (91) hoists the Stanley Cup after defeating the Boston Bruins in game seven of the 2019 Stanley Cup Final at TD Garden
May 15, 2025

The 10 Biggest Stanley Cup Upsets of All Time

Since the 1984–1985 NHL season, 10 squads have defied the odds.
Allyson Felix
May 1, 2025

Allyson Felix on Olympic Pay, Nike, and Track’s Big-Money Era

Felix talked to FOS about her push to help Olympic parents and more.