Snoop will be on the ground in Tucson, meeting with youth players, participating teams, and coaches. While the bowl wouldn’t say exactly how he’d be taking part in promotions or activations at Arizona Stadium, they noted that he’d be popping into the announcers’ booth with veteran sportscaster Thom Brennaman to call parts of the game during The CW’s broadcast.
“When you hear about all the 40-plus bowl games, they all do a phenomenal job, but there are certainly ones that pique interest around the nation,” Rhodes said. “Whether you’re from even the West side of our country or not, we believe people have at least heard of the Snoop Dogg Arizona Bowl now.”
A cut above
Great Clips became the official hair salon of the NCAA in 2020 but jumped aboard for the College Football Playoff just last year. And now, college football’s entire game has changed.
Even before the expanded format, the CFP was a heavy hitter among advertisers. Ads aired during last year’s Rose Bowl semifinal were 103% more effective than the primetime average, according to EDO. To give that some perspective, brands would have to air roughly 108 ads across your average primetime TV slate to generate the same engagement as one Rose Bowl ad.
And that was the least-popular CFP offering. The Sugar Bowl’s ads were 120% more effective than the primetime average. Meanwhile, consumers were 101% more likely to engage with ads during the national championship game—an 18% increase in performance from a year earlier.
Now with the entire New Year’s Six sucked into the CFP—and last year’s NY6 ads about 50% more effective than average primetime—longtime advertisers like Great Clips need to spread the ball around a bit. With help from Disney Advertising, Great Clips brought in ESPN analyst and former quarterback and Bachelor Jesse Palmer—along with influencer Natalie Rose—for a spot kicking off its new multiyear relationship with the CFP.
The national ad is just part of a strategy that includes social spots with NIL partners, including University of Oregon quarterback Dillon Gabriel, Notre Dame quarterback Riley Leonard, University of Miami kicker Andres Borregales, and podcast hosts, dancers, equipment managers, drum majors, and fan influencers. With 4,400 locations in North America run by 700 franchisees, Great Clips has also used the CFP’s expanded format to highlight its local strengths—like getting Atlanta locations and stylists ready for the national title game.
