winter classic & big ten

A marketing campaign case study for Discover's Winter Classic and Big Ten sponsorship activations.

problem

Discover’s sponsorships of the NHL Winter Classic and 2024 Big Ten Championship Game gave the brand a big moment in the season, but the challenge was making the creative resonate with fans. The goal was to highlight the brand, integrate Acceptance messaging, and connect Discover to high-impact sports moments in a way that felt timely and engaging.

solution

• Two running campaigns: Care Basics (evergreen, ongoing, bi-weekly) and Stay Cool for the Summer (seasonal arc filling alternating slots) • A running backlog of future video concepts organized into six named buckets: Starband Care, Cool for the Summer, Seasonal and Holiday, Education, Parent Support, and Starband Journey