• Loading stock data...
Thursday, September 18, 2025

Rutgers Draws From Fyre Festival to Celebrate Football Milestone

rutgers-influencer-marketing
Photo Credit: Mike Carter-USA TODAY Sports
rutgers-influencer-marketing

Photo Credit: Mike Carter-USA TODAY Sports

At first blush, it’s the oddest of pairings – a 150-year-old brand and an event that failed spectacularly enough to become a pop culture sensation. Yet as Robert Roselli, Assistant Athletic Director of Marketing at Rutgers, kicked around ideas to celebrate an important football milestone on campus, he couldn’t get the Fyre Festival out of his head.

On November 6th, 1869, Rutgers hosted the first-ever intercollegiate football game, where it defeated the College of New Jersey – today known as Princeton – six points to four. It makes Rutgers the “birthplace of college football,” a designation it wields proudly. With the 150th anniversary of the game drawing near, though, Roselli came to realize that the university had a problem on its hands: A sizeable portion of the student body has no idea exactly how deep the school’s football roots run.

So Roselli decided to launch a brand awareness campaign to remedy that. To do so, he ripped a page out of the Fyre Festival’s playbook. In execution, the so-called “luxury music festival” was an unmitigated disaster. The marketing strategy behind it, however, was cutting edge. The crown jewel was an Instagram influencer campaign in which 400 models posted an image of a bright orange tile with the hashtag #fyrefestival. The idea was to promote the event in a heavily saturated way that nevertheless avoided coming off as canned. Simple visuals trumped complicated text, and hashtags were kept to a minimum.

READ MORE: How The 2019 Masters Revived ‘The Tiger Effect’

“I think I always had it in the back of my head ‘Wow, that was a pretty bold strategy, it generated a lot of buzz. How can we potentially mimic something?” Roselli says.

In early March, he tasked Sophia Tian, Rutgers’ executive marketing intern with finding out. The goal was to increase awareness of the phrase “birthplace of college football” ahead of Rutgers’ spring football game on April 13th. From there, she says, “this became my baby for the next month-and-a-half.”

“Obviously we don’t have Instagram models [or a] tropical lifestyle here at New Brunswick,” she says of her challenge. “How can we make students fear missing out and how can we catch their attention at first?”

The showcase item was a grey giveaway t-shirt to be given away at spring game, which, naturally, read “The Birthplace of College Football” in alternating red and white text. Later, a red tile was added to mirror Fyre Festival’s orange look. She then reached out to 20 friends to serve as her own Instagram influencers and eventually expanded the group to better reflect the student body’s diversity. Student-athletes were approached, too, in the name of adding further star power.

Tian rolled out the campaign in three waves on the 11th, two days before the game. The first came at 7:00 p.m., with the influencers posting pictures of themselves in the shirt – cut or styled any way they chose so long as the words were visible. The second, also at 7:00, was a wave of Instagram stories with the red tile and – “in obnoxiously small font,” Tian notes – the words, “The Birthplace of College Football.”

But the coup de grace was the third wave, in which Tian personally distributed the shirts to bartenders and doormen at some of Rutgers’ most popular student bars in time for the 10:00 p.m. Thursday night rush.

[mc4wp_form id=”8260″]

“Right after you see it all over your social media, you get ready to go out and go out and then you see the shirt again,” Tian says. “It’s basically haunting you.”

All told, Roselli and Tian consider the initiative a resounding success. According to Roselli, while student attendance at the spring game mostly mirrored that of the year before, growing that number was always considered an “’icing on the cake’-kind of thing.” Instead, they focused on buzz and measurable trends. To that end, Roselli proudly points to the Google search metrics during the hours of the campaign, which saw an explosion in the number of “The Birthplace of College Football” queries.

The larger future of the project has yet to be determined. For Roselli, it’s not only a successful test of his initial hypothesis, but something that opened his eyes to the possibilities that come from a whole new style of marketing.

READ MORE: 3X3U National Championship Puts a College Spin on Three-on-Three

“I’m confident that had we done this same exact campaign that only focused on our coaches and our different team accounts — what I would call official spokespeople of Rutgers Athletics — it simply would not have created the same buzz, the same coolness factor,” he says.

In the more immediate term, though, it’s a launchpad for their ongoing campaign. The official 150-year anniversary of the first college football game is still more than six months away, and neither Roselli nor Tian wants to let the momentum gained from the influencer marketing campaign slip through their fingers.

“I think raising the awareness now sets their student body up for what’s to come next year,” Tian says. “We are celebrating the 150th anniversary and we also want to capitalize on that message this whole year, this upcoming season. We want to make sure everyone knows that this is where it all started.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Premier Lacrosse League

‘The Circus Is Coming to Town’: Why Upstart Leagues Start on Tour

In their ambitious plans, a traveling schedule is only temporary.
PHILADELPHIA, PENNSYLVANIA - APRIL 19: A detailed view of the MLB Debut patch on the jersey of Patrick Monteverde #44 of the Miami Marlins prior to game against the Philadelphia Phillies at Citizens Bank Park on April 19, 2025 in Philadelphia, Pennsylvania.

The Tiny Jersey Patch at the Center of the MLB Rookie Card..

Autographed cards containing a piece of baseball history have upended the market.

Eagles-Chiefs Super Bowl Rematch Could Set More NFL Ratings Records

Fox will nationally televise Sunday afternoon’s matchup.
[Subscription Customers Only] Jul 9, 2025; East Rutherford, New Jersey, USA; Real Madrid CF forward Kylian Mbappe (9) reacts after a semifinal match of the 2025 FIFA Club World Cup at MetLife Stadium.

CVC Builds Out Sports Division Amid Crowded PE Market

The firm’s sports portfolio is reportedly worth $13.6 billion.

Featured Today

ESPN’s ‘MNF’ Ratings Up 8% As NFL Surges to Strong Start

ESPN posts its second-best Week 1 “Monday Night Football” audience.
Sep 7, 2025; Orchard Park, New York, USA; Buffalo Bills fans react during the fourth quarter against the Baltimore Ravens at Highmark Stadium.
September 9, 2025

As Bills Ascend, Their Next Frontier Lies in Canada

Buffalo and the powerful Canadian entity MLSE come together in a new pact.
opinion
September 9, 2025

The Good, The Bad, and The Ugly from NFL’s Week 1 Broadcasts

Many viewers decried the addition of ads to “NFL RedZone.”
Aug 23, 2025; Tampa, Florida, USA; Buffalo Bills quarterback Josh Allen (17) leads the team onto the field for warm ups before a game against the Tampa Bay Buccaneers at Raymond James Stadium.
September 7, 2025

Slow Burn: The NFL’s Private-Equity Era So Far

Three deals have been struck to date. But the league is bullish.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
May 12, 2025

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike released the Air Swoopes in 1995.
Sponsored

How World Series Champ Dexter Fowler Became a Premier League Team Owner

Dexter Fowler discusses navigating retirement and embracing new roles as an owner & investor.
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
exclusive
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.