Challenge & Objective

The University of North Carolina Athletics and Crumbl Cookies set out to capture high-quality first-party data within a live game environment while increasing real-time engagement with fans. The goal was to seamlessly align the Crumbl brand with high-energy, memorable in-game moments, turning fan excitement into measurable interaction and lasting brand connection.

 

PRE-CAMPAIGN SNAPSHOT

  • Limited ability to capture & monetize first-party data during live games
  • Needed a way to connect sponsors with real-time, organic fan experiences
  • Lack of measurable, data-producing, in-game fan engagement