TCU ATHLETICS
SERVICES
Copywriting
Video Production
Motion Design
Social Influencer Management
TIMEFRAME
1/2024 - 3/2024
“GO PURPLE FRIDAY”
TCU has branded Fridays during football season as “Go Purple Friday.” The purpose of Go Purple Friday is to build hype for TCU football by igniting people throughout the Dallas-Fort Worth area, along with TCU alumni and fans across the country, to wear purple as a sign of their support for the Frogs.
Rally Department increased awareness of Go Purple Friday through the creation of snackable fun videos that TCU Athletics posted each week across its channels. We also created and managed the first TCU campaign featuring local influencers to create additional social content surrounding the program and hosted our influencers at select games during the 2023 season.
While Go Purple Friday has been around for years, the campaign wasn’t generating the level of engagement among the Horned Frog community that TCU hoped it would.
Originally concepted as a drive to retailer for Horned Frog partners, the central components of the Go Purple Friday campaign needed a refresh. Promotional content on social media had been seldomly used since the first wave of the COVID-19 pandemic and little advertisement was done by the businesses that partnered with TCU to offer special incentives to encourage the local community to wear purple on Fridays.
Coming off one of the best athletic years in school history in 2022, TCU needed a creative partner to generate fresh ideas to revamp the Go Purple Friday campaign and capitalize on the buzz surrounding Horned Frogs athletics.
THE CHALLENGE
To reignite the hype around Go Purple Friday, the Rally Department team developed a twofold plan to give the campaign a fresh look.
For social content, we produced a series of short, funny videos that featured members of TCU Spirit and various coaches to encourage fans to wear purple every Friday during the season. Rally Department led the process from start to finish for TCU: from scriptwriting to a full day on the TCU campus to shoot the videos, then production and execution of the content that was delivered. The videos performed extremely well, generating high engagement across the various TCU Athletic social media accounts.
THE DEVELOPMENT
We partnered with four DFW-based influencers to drive awareness for Go Purple Friday and created opportunities for them to attend select TCU football games. Rally Department created a schedule of strategic social media posts to drive awareness for Go Purple Friday as well as delivered special TCU branded boxes filled with Horned Frog merchandise and tickets to one of the 2023 home games.
A member of our team travelled on-site with the influencers for each TCU football game, assisting them with logistics, background, and anything else they needed to ensure their game day experience was as engaging as possible.
At the end, we reached 476,550+ accounts and generated 497,469+ impressions.