Rodeo Bass

Customer Challenge

DICK’S Sporting Goods had been the title sponsor of the BASSMASTER Classic Expo
for 10 years, but for the first time, would be the presenting sponsor of the BASSMASTER
Classic itself, as well as the presenting sponsor of the B.A.S.S. High School Series.
DICK’S needed a unique and buzz-worthy focal point of this sponsorship activation.

3 million video views

Our Solution

The 2017 BASSMASTER Classic was held in Houston at the same time as the Houston Rodeo, the largest rodeo and livestock show in the world. Taking inspiration from this signature community and market-relevant event, we created “Rodeo Bass,” a jumbo-sized fiberglass largemouth bass fish mounted to a mechanical bull base.
The 2017 BASSMASTER Classic was held in Houston at the same time as the Houston Rodeo, the largest rodeo and livestock show in the world. Taking inspiration from this signature community and market-relevant event, we created “Rodeo Bass,” a jumbo-sized fiberglass largemouth bass fish mounted to a mechanical bull base.
Community
Authenticity is key for anglers and the outdoors community. We committed to realistic design principals to produce a head-turning bass replica and a unique logo to amplify branding opportunities.
Authenticity is key for anglers and the outdoors community. We committed to realistic design principals to produce a head-turning bass replica and a unique logo to amplify branding opportunities.
Design
To drive social media engagement and impressions, we produced a video-worthy dynamic interactive with a live play- by-play “rodeo caller” emcee, DJ music, premiums, and hashtag-fueled social media campaigns for prizes.
To drive social media engagement and impressions, we produced a video-worthy dynamic interactive with a live play- by-play “rodeo caller” emcee, DJ music, premiums, and hashtag-fueled social media campaigns for prizes.
Social

The
Results!

10,710 kids
participated in
youth workshops
  • 2,183 riders at the 2017 BASSMASTER Classic and 17,464 onsite impressions

  • Organic reach through social media surpassed 1MM views in the first week

  • Within the first month, one video alone surpassed 3MM views and 5,000 shares

What We Heard.

See how we did It for