ATLANTA BlueSky recently launched a campaign for Chick-fil-A's Peach Bowl that focuses on the football rivalry between the Atlantic Coast Conference (ACC) and the Southeastern Conference (SEC).
The Atlanta agency said it used humor to encourage fans to buy more tickets in support of their conference team. This year's game will air Jan. 2 on ESPN. BlueSky's 30-second commercial, "Grudges," was produced by Synthetic Pictures of Austin, Texas, and is currently running on Fox Sports Net South and CAMA (Cable Advertising of Metro Atlanta).
The spot shows ACC and SEC fans engaged in a competition of their own about whose team will win the bowl game. Agency creative director Tim Smith said the focus of the campaign is to highlight the intensity and loyalty of the fans that root for their teams year after year.
"Sometimes fans just need a little nudge to get the bragging rights flowing," added Smith. "That's really what the 'Rivalry' campaign is all about."
Billboards are up throughout metro Atlanta, the shop said. Print ads are currently featured in the Atlanta Journal-Constitution, and radio spots are playing on 790 The Zone and Star 94.
A campaign to promote the Peach Bowl nationally is under development, according to BlueSky. The media budget was not disclosed.