NextName partnered with Chicago Grill, a Champaign-based food truck, to create a successful promotional event leveraging current and former University of Illinois athletes. The campaign combined brand activation, athlete engagement, and event marketing to boost awareness, generate sales, and create lasting impact for both the brand and participants.

Planning & Execution

• Developed a tailgate and hot dog eating contest concept to highlight Chicago Grill’s offerings and create buzz before the game.
• Partnered with University of Illinois to secure prime parking and tailgate space for the food truck.
• Included tailgate activities such as TVs, live music, and games to attract and retain attendees.
• Designed and distributed promotional content through flyers, social media posts, and athlete-driven networks to maximize event visibility.
• Created an all-you-can-eat wristband option, encouraging attendees to stay longer and drive additional revenue for Chicago Grill.

Athlete Participation

• Partnered with 4 current athletes: Kylee Sessions (swimming), Ben Plumley (baseball), Yazzy Avila (softball) and Reece Ihenacho (track & field).
• Secured Illini basketball legend Kenny Battle to attract a broader audience.
• Athletes participated as team captains and helped kick off the event, creating a direct connection with fans.
• Coordinated all athlete logistics, including scheduling, compensation, and promotions.
  
• Selected athletes with engaging personalities and diverse sports backgrounds to broaden the event’s appeal.
  
• Encouraged athletes to share the event on their personal social media accounts, amplifying the reach and bringing in a wider audience.
  

Event Success

• Achieved significant turnout, leading to high sales and profits for Chicago Grill.
• Increased brand awareness among students and community members for future business.
• Generated engaging content for Chicago Grill’s social media, extending the campaign’s impact.
  
• Delivered a positive NIL experience for athletes, reinforcing NextName’s ability to execute impactful events.
  

Key Takeaways

• Athlete Involvement Drives Engagement: Recruiting diverse athletes and a local sports legend boosted attendance and excitement.
• Community Engagement: Offering live music, games, and food options created a welcoming environment that encouraged attendees to stay longer.
• Social Media Impact: Leveraging athletes’ networks and promotional materials effectively spread awareness and amplified the event’s reach.
  
• Future Opportunities: The success of this event demonstrates the potential for similar campaigns with other brands and athletes.
  

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