Alabama A&M Launches Series of Video Shorts in Celebration of Classic Rivalry
Students Take Center Stage in Alabama A&M Rivalry Week Ad Campaign
Last week, Alabama A&M launched a unique content campaign to celebrate the Magic City
Classic rivalry. The brand amplifying video series has earned over 1 million overall
views, driving a nearly 10% uptik in audience growth for the University through the
content deployed across social media and major Alabama TV markets ahead of the Magic
City Classic.
Bulldog pride runs deep within the Willingham household, and it was on full display
in three episodic videos highlighting AAMU’s traditional rivalry through storylines
rooted in familial school spirit. Julius, the family patriarch, finds himself in the
middle of each vignette as he protects The Hill ahead of the Classic.
The final spot in the series titled “Meet the Parents” was released Thursday. In it, Tonya - the Willingham’s daughter - brings home her new boyfriend Jaden who happens to be a student at a Montgomery area university. Julius gets to the bottom
of Jaden’s loyalties as rivalry week approaches. The episodes, shared over 10,000 times across social media so far, were also launched
as digital ads across key markets.
"Shining a bright light on the things that make our University special are a major
part of the equation when we talk about building affinity for the AAMU brand," said
Assistant Vice President for Advancement and Branding Aaron Thompson. "The series
is a new spin on the Magic City Classic hype videos fans have come to expect and was
a center piece of our MCC campaign - "The rivalry, the love... Classic". We decided to take a different approach that really showcases the familial aspect
of the nation's largest HBCU rivalry."
In the second spot titled “Choices,” the Willingham's father-son duo - Julius and Curtis - shed a fun light on a rivalry
that often divides households along mascot lines. Curtis’ decision to attend college
in Montgomery leads Julius to replace him with a new son. The first spot, entitled “Trick or Treat”, brings Julius face-to-face with the enemy as his little nephew, Jeremiah, appears
at his doorstep dressed as the cutest hornet you've ever seen.
AAMU's Magic City Classic marketing campaign - "The rivalry, the love... classic"
was coined by its Crew 75 student team.
Alabama A&M students also took center stage in the series. In “Meet the Parents”,
Jaden (Boyfriend 1) was played by AAMU freshman Cameron Jones. Senior marketing major Toni Herring played the role of Tonya. Her new boyfriend in the episode was Junior sports management major Henry Hodge. In “Choices”, the part of Curtis, the Willingham’s son, was played by junior biotechnology
major Maxwell Joyner. Junior psychology Major Oluwatobiloba Olaoye played the role of the new son.
“I never knew what went into a production like this,” said Cameron Jones. “The lighting,
all the takes, and the attention to the smallest details made being on a set for the
first time very eye-opening.”
Jones says he chose Alabama A&M because it felt like a growing, vibrant environment
for students.
“Projects like this are what led me to come to Alabama A&M,” he said. “I don’t have
a family connection to A&M, but for the last few years I just think everything about
the University is on the rise. I feel like Alabama A&M is growing in so many ways,
and I’m glad I get to be part of that.”