The partnership involves ISP Sports; Havas units MPG, Media Contacts, and social media agency Cake are handling traditional, digital and social media.
The effort launched with at a Big East media day in New York this month attended by alumnae representing each of the Big East schools in the campaign. Each will provide daily posts to MyBigEastVolvo.com for the upcoming season. They will all win a weekend trip back to their alma mater, where they will receive an all-new Volvo S60 to cruise around in. Their postings will be culled by ISP staff and Big East officials over a four-month period. One will win an all-expense-paid trip to New York for The Big East Championship Tournament.
Volvo also gets sponsorship exposure during the regular season and conference tournament. And the brand will be featured sponsor of Big East Game of the Week national radio broadcasts and on the official website of the conference.
Volvo's presence at MSG includes tower banners outside the building, courtside signage, LED ribbon board and center-hung scoreboard promotions. Volvo will also be a featured sponsor of the national radio broadcasts of The 2011 Big East Championship on the ISP network.