Chick Your Head: Chick-fil-A Does "Mascot Movers" Integration with ESPN Gameday

Chick-fil-A is further increasing its association with college football in 2008 by becoming the newest integrated sponsor of ESPN's top-rated College GameDay Built by the Home Depot.(For more on product integration, read The New Mandatory: Integrating Sponsors Into the Game on The Biz of Baseball) The key component of its involvement with the show is entitled "Mascot Movers" and will focus on the climactic moment at the conclusion of each College GameDay telecast when analyst Lee Corso predicts the winning team by donning the mascot head of his favored university. ESPN event staff in special College GameDay and Chick-fil-A co-branded uniforms will escort the crate carrying the mascot head to the set prior to Corso's announcement. The agreement includes Chick-fil-A television commercials in each show plus a live camera shot of a Chick-fil-A "fan interaction area" on each campus at the College GameDay set just before the predictions are made by host ...