The University of Texas at Austin is launching a campaign promoting the university on the new Longhorn Network and on broadcasts of UT games, as well as at school events. The ads feature footage of a video projection on UT Tower that spotlights famous alumni and uses 3D graphics to make the building look as if it is made of spinning blocks that fit together like puzzle pieces.
The effort, via GSD&M in Austin, and Klip Collective, comprises five spots extending the university's 10-year-old "What Starts Here Changes the World" tag.
Under the themes of "Look Up," "Why," "Footsteps," "Competition," and "Awards," the ads show images of famous graduates like Walter Cronkite, Michael Dell, heart surgeon Denton Cooley; NASA astronaut Alan Bean; and writer John Coetzee, who won the Nobel Prize in Literature.
The first of the ads aired Aug. 26 on the Longhorn Network. The ads will also air in-game on stations like FSN, ABC and ESPN, the UT JumboTron, and online at www.UTexas.edu.
Kathleen Mabley, director of brand communications for the University of Texas at Austin, says the majority of the airtime will be with the new Longhorn Network on ESPN, "so it's a fairly specific audience of Texas fans."
Of the new Longhorn Network, which launched on Aug. 26, Mabley says the ESPN partnership will be 90% sports content. Two NCAA conferences have started dedicated networks, while a third will be doing so in 2012, but UT is the first university to do this solo.
"The goal is primarily to reach our alumni base. There isn't as much funding from the state now, so even though we run very efficiently we are a very large university so budgets and funding are tight. So a primary goal is to motivate alumnae to think about the next generation." Mabley says there are around 400,000 living UT Austin alumni.