#WOLVESARECOMING: Twitter tag to track Timberwolves action - KMSP-TV

#WOLVESARECOMING: Twitter tag to track Timberwolves action

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MINNEAPOLIS (KMSP) -

On Wednesday night, the Timberwolves will tip off their new season at the Target Center. When they do, there will be a student-developed strategic marketing campaign supporting them.

That talent that generated the idea behind the campaign didn't come from a big advertising agency. Instead, it came from the classroom at the University of Minnesota and is the brainchild of strategic communications students.

Now, no matter where a person may be, as long as they can get on Twitter and type in the hashtag WolvesAreComing, they'll be able to access the digital play-by-play.

Those who watch the game on TV will also see a set of new videos introducing the team to fans, and the creative minds behind those displays belong to the same team -- an age group representing the kind of fans the Wolves desperately want to attract.

"Our idea was to kind of reach people like us and our team," Kelsey Batkiewicz told Fox 9 News.

To do that, they used snow and a live wolf to up the awe-factor.

"It's really that contrast from the cold winter to the awesomeness that's inside the Target Center and what goes on during those games," Batkiewicz said.

Encouraging students to create the campaign is part of a national FOX Sports effort called the FOX Creative University, which collaborates with major schools across the country to tap into young, creative talent.

"Everybody is trying to figure out: What's the future? What's going to trend with the younger audience?" explained Mike Dimond, senior vice president of FOX Sports North. "It's really an opportunity for us to learn as much as it is for them to learn."

The resulting communication campaign will air on television, and that clearly has the students involved feeling excited.

"I just flipped out," Batkiewicz said. "I was so excited because I helped create that, and I was actually seeing it on television. It was so awesome."

The guiding force behind the effort at the U is Dr. John Eighmey, and Batkiewicz said it quickly became the highlight of her education.

"I don't think I could have had any better experience during my time at the U of M," she said. "It was, hands down the best."

FOX Sports is also so pleased with the results that they've gone back to the U to work with students on the campaign for Hockey Day Minnesota in 2015.

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