Each Monday, we will share some great activation practices throughout the sports and entertainment landscape. This blog will serve as a space to highlight innovative ideas and campaigns. Want to have your idea or campaign featured? Send us a note on Twitter at @Navigate_Res. 

This year the College Football Playoff signed 15 National sponsors, including, Keurig, Dr. Pepper, AXE and Nike, who all activated around the championship game in Arlington, TX.

Here’s a list of a few activations surrounding the big game:

•Taco Bell: Taco Bell created the first ever “Live Mas Student Section” for a college football playoff game and/or championship. They provided fans with the chance to win tickets to the three final playoff games.

https://youtu.be/l_Kzw3gMuTg

•Chick-Fil-A: Allowed fans to participate in virtual games in a stadium-like setting. 

•Keurig: “What Do You Want While You Brew?” Keurig ran a video series with Emmitt Smith leading up to the championship game. The video series posed as a sweepstakes where participants were given the chance to win a free tip and tickets to the game at AT&T Stadium. 

•Dr. Pepper: Dr. Pepper was the first brand to sign on as a sponsor for the College Football Playoffs. In months leading up to the game, Dr. Pepper allowed fans to take pics with the championship trophy at a number of different games – which began on Aug. 30, during the Florida State, Oklahoma game. 

•Axe: Axe was on site promoting its new “White Label.” In doing this, they provided fans and attendees free neck massages and hair styling.

•Northwestern Mutual: “Northwestern Mutual Taste of the Championship.” This activation featured around 20 different chefs from North Texas, Columbus, Eugene as well as the cities which will host the College Football Playoff in coming years. The chefs created food and drink options that attendees were invited to try.