Mascot Challenge : CAPITAL ONE


2011 marked the 10th anniversary of college football’s most visible fan promotion, The Capital One Mascot Challenge. It had become a fixture of the college football season, providing fans with a chance to vote and show their support for their favorite mascot. The 10th anniversary was an impressive milestone of success, but also a crossroads. The Challenge needed to evolve to better stand out in the highly socialized and content-rich digital landscape of college football fandom.

For all these reasons, VMG knew the work had to be nothing less than game-changing.


VMG revamped the entire website for the 2011 season, making content and social media the core of the experience. We socialized the voting process and took it to the fans, introducing Facebook voting, mobile web and text to vote. Fans could now weigh in from home, in the classroom, or while watching the big game.

We recast the website as an enriched content experience. At its core, 16 behind the scenes mockumentary videos based on different mascots.


More views, votes and engagement than in the previous nine years combined.

45 million total votes.

26 million delivered through tablet and smart phones

16 million delivered via a custom-designed text to vote

1.5 million video views across all channels.

300% increase in Facebook fans

On 4 separate occasions, our mockumentaries were selected as the ESPN Video of the Day.

All in all, a winning season for the Cap One Mascot Challenge.

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Website Description
The Mascot Documentry Series
Mobile Voting and sharing