Let’s face it, Vanderbilt has always been known as an academic powerhouse, but an athletic powerhouse? Uh, not so much. So LUCKIE set out to change that reputation. Our data led us to uncover five brand values that Vanderbilt needed to own and communicate to motivate an increase in interest, ticket sales and engagement. This ultimately led to the “Game Changer” campaign, a fully integrated campaign that not only increased ticket sales by 20%, but also had a legion of old and new fans singing our song.