Uniqueness. Yes, it might be that simple.
Few sports marketers might have agreed to this idea, but it worked for Georgetown University, which hosted a “Hail to Kale” night (yes, kale) earlier this year to attract fans to a women’s basketball game. It’s not that Georgetown’s athletic department was on a health kick, it’s simply that they were trying to stand out, do something different, get someone’s attention. And it worked. The off-beat promotion, heavily promoted on social media, gained traction from top-flight media outlets (including The Washington Post and Sports Illustrated). What exactly happened that night? The university passed out kale caesar salads, gift cards to D.C. restaurants known for their kale dishes, and pizza topped with kale. All in all, a healthy result.