The 2021 Bedlam game between the University of Oklahoma Sooners and Oklahoma State University Cowboys did not disappoint, and Phillips 66®’s presence in Stillwater brought some fuel to the festivities, engaging with the nearly 60,000 fans in attendance.
The promotion leading up to the game at your site(s) collected more than 4,000 entries into the retail promotion to fill up with 8+ gallons for a chance to win Bedlam tickets and gas cards, which is a 122% increase from last year’s promotion. You and your employees brought the Bedlam spirit, and every entry gained by filling up at your site(s) signifies a time a consumer chose your brand over the competition for a chance to win, and in the process, built consumer loyalty that will last long after the last touchdown was scored.
As the title sponsor of Bedlam, Phillips 66 made its presence known in Stillwater, Oklahoma on game day through:
- Radio broadcasts for both schools
- Signage inside and outside the stadium
- On-field recognition for our sponsorship
- Presenting the Bedlam trophy to the OSU Cowboys Coach Gundy and team after the game
- Hosting customers in a VIP tent
- Handing out thousands of branded items at Phillips 66 branded tents
- Bringing a pre-game party to thousands of fans with a special performance by country music star, Aaron Watson
Our activations at the game generated 11 million earned media impressions throughout Oklahoma and drove 2.7 million social media impressions. Through our activations at the game and the promotions at your site(s) that rallied fans behind their team before the big day, your brand made a huge impact on these schools and the state of Oklahoma.
Kip Racy, general manager of Learfield with Oklahoma State University Athletics, said “I don’t think that any client in our entire company of Universities we represent activates a partnership as well as Phillips 66.” Learfield represents 200 colleges, universities and conferences across the country.
Phillips 66 has been the proud title sponsor of the Bedlam series since 2019 and is a title sponsor of the Big 12 Conference.
