When General Mills and their portfolio of food brands wanted to be part of college football, we had to figure out a way to bring the two together in a way that felt natural and engaging. Let alone find a way for all those disparate products to work together. Not an easy assignment.
But when it comes to college football, the one thing that almost everyone enjoys is tailgating - and more specifically - “homegating.” People love to come together over their love of food, fun and football.
So we created Tailgate Nation. A totally integrated campaign that encompassed everything from broadcast to digital to social, as well as a grassroots tiny-house tour that visited some of the best rivalries - and tailgates - in college football.