Bowled Over: Designing a College Football Sponsorship

When Owens Corning Roofing first approached us about designing their co-sponsorship of the SRS Las Vegas Bowl, we were, well, bowled over. Over 30,000 people would attend and millions more would watch the college football match-up on television.

collage of vegas bowl stickers included in the kit

“This project was a little more out-of-the-box because of its scale: it is a huge sporting event in a massive stadium with a national television audience,” said Project Manager Angie Coakley. “It required bigger thinking.”

The annual design collaboration between the Owens Corning Roofing team and Interrupt, which kicked off in 2021 and is slated to recur for five games, has included bespoke game invitations and kits delivered to high-profile business partners, as well as stadium graphics and experiences that could double as catchy social content.

“The very first meeting we had with client team, we all asked ‘How can we make a huge impression?’ Using that as our guiding question helped us establish so many great things together in the first year,” Coakley said. “Building this was a very collaborative process.”

The project also meant work with ESPN and ABC, and was a partnership for Owens Corning Roofing with building supply distributors SRS Distribution, for whom the bowl is named. “It was cool to get a behind-the-scenes peek into what it takes to do a bowl game through the eyes of these major players,” Coakley said.

A design experience following fans from pre- to post-game has included a six foot-plus Pink Panther bobblehead (created in collaboration with Graphite Design + Build) to interact with in a selfie station, as well as LED ribbon boards, animation on the jumbotrons, and more. All were themed to get fans to “Raise the Roof.”

This year’s sponsorship included a commercial from the national “Roof Gawking” campaign we developed to help homeowners understand the style impact they can achieve with Owens Corning shingles.

“It’s been a fantastic creative challenge to take this on,” Coakley said. “And we’re looking forward to continuing to dream up an energetic fan experience.”

More Good Reads

Is that influencer right for your brand?

Brands are eager to partner with social media creators—in fact, 59% of marketers plan to boost their investment in influencers. But too many are chasing follower counts and eyes on the product instead of doing the leg work to find the right fit. Learn the five questions you should be asking in order to find the perfect influencer-brand match so you can reap the marketing rewards.

Gray cans sitting on multiple shelves with one red can on the bottom shelf in the middle

5 tips to expand your brand's shelf life

Pop stars have a saying: you’re only as relevant as your latest hit. But the old adage is useful for describing brands, too, as they seek to stay true to themselves while adjusting to ever-evolving consumer preferences. Learn how to keep your brand on top with insights from Executive Creative Director and Brand Strategist Anita Holman.

map with the words rebrand roadmap and a hand holding a compass

A Rebrand Roadmap for Complex Channels in the Residential Space

So you’re ready to embark on a rebrand—but you’re staring down a complex pipeline of audiences and distribution channels. How do you ensure a successful launch across all stakeholders while juggling everything from communications and sales training to merchandising and inventory management? Our Director of Client Services Bethany Sanker explains how to navigate a rebrand through the whole value chain.