Oregon is (debatably, of course) the number one brand on collegiate athletics. With outstanding performances by their varsity teams, a solid consumer fan-base, and an ever-strong frenzy over which jerseys the football team will wear each game; Oregon has become the precedent setter for the collegiate athletic business model. We are #YFTFT.
(For those of you who aren’t following @QuackCave, #YFTFT = “Your favorite team’s favorite team”.)
Fans, alumni, athletes and media outlets alike are talking about the Ducks online, 24/7 (no, really). Have you ever tried to follow the #GoDucks hashtag on Twitter or seen how many “likes” one post from the Duck Football Facebook account gets? It’s crazy. It’s overwhelming. It’s unthinkable. It’s Oregon.
Commence: QuackCave. QuackCave, the first digital hub in collegiate sports, is the official resource for everything Ducks.
You want to know a stat? #QCknows. You want to brag about your team? #NationalBrand. You saw something green and yellow? #GoDucks. How about that picture you have of you and Joey Harrington? #QCtbt (throwback Thursday). You found a picture of our opponent admiring at our basketball team’s fresh new kicks? #YFTFT.
QuackCave monitors social media outlets (Twitter, Instagram, Flickr, Facebook, etc.) with online monitoring programs like Postano. Every time someone clicks, types, blogs, uploads a video or shares a picture about the Ducks, well, #QCknows. Creepy? Sorta. Awesome? Definitely.
Below is a list of some, but not all, things that QuackCave does for the Oregon brand:
- Tracks conversations, online buzz
- Monitors the Oregon brand
- Engages with consumers
- Compiles data that drives future communications initiatives
- Creates an online dialogue
- Analyzes consumer attitudes
- Unites Oregon fans across the globe
So, what is it like to work in such a place? Well, for starters, it looks cool (see: article photo). But, beyond its aesthetic appeal, working in the QuackCave is stressful and exhilarating, chaotic yet methodical.
On game days, tweets, Facebook posts, Instagram pictures and online articles are being posted about the Ducks. On football game days, multiply the number of tweets, posts and pictures by a couple thousand ([Video] Oregon All Access: Game Day in the Quack Cave). Pre-game excitement runs rampant on social media, fans share game time play-by-play updates instantaneously, and post-game conversations round out a full day of Oregon-related digital media.
On days without scheduled competitions (which isn’t often) QuackCave is still monitoring, sharing and engaging with fans. Insider info, competitions, discussions and “did-you-knows” keep the Oregon brand relevant and interesting.
So, if you thought Oregon is the number one brand in collegiate sports solely because of its athletic achievements over the last ten or so years, think again. Oregon is innovative and precedent setting in all ways, specifically with its digital strategy. My prediction is that soon a digital hub will be a must-have growth tool for the business of collegiate athletics. We can all thank Oregon for that.