CBS Sports HQ Fall & Spring Student Ambassadors

In Fall 2019, CBS Sports HQ challenged NMG to plan and execute its first-ever Student Ambassador program, which ran for two semesters in a row. The Fall program was centered around college football and the Spring program was centered around college basketball, but both programs aimed to drive app downloads and brand awareness.

#TeamCBSSportsHQ SA Content

Tapping Into Sports Passion & Social Influence

NMG recruited, hired, and trained sports-minded students with large social followings and tech-savvy to represent the CBS Sports HQ brand on their campuses, create social content according to a thematic calendar, drive app downloads, and distribute premiums. In both semesters, students were each given Roku devices to incentivize sign-ups and promote watching sports on streaming devices.

During the Fall semester, each ambassador was given a budget to throw a football watch-party for students on their campus sponsored by CBS Sports HQ. In the Spring semester, each ambassador also aimed to drive sign-ups for the March Madness bracket contest and a Sweepstakes managed by NMG.

Positive Results and a Pandemic Pivot

Across both semesters, these sports-minded students posted several hundred photos and videos on their social channels, exceeding impression and engagement expectations. In the Fall, SAs also executed on-campus events, tablings, and club meetings to drive additional event impressions. While the Spring program was cut short due to COVID-19 and the cancellation of the NCAA March Madness tournament, SAs in the Spring gathered an impressive number of sweepstakes and survey entries from students on their campus virtually.

Specific results of the programs are proprietary to CBS Sports HQ, but we’re happy to have a healthy ongoing relationship with the brand and team.