This 2019-20 college basketball season, Continental continues to build national brand awareness through entertaining commercial content hit home by 17 college basketball halftime dunk shows across the country, and all starring the fan-favorite Continental horse mascot.
Foregoing an official title sponsorship, the brand has relied on rEvolution for the past several seasons to strategically identify, negotiate and leverage key targeted opportunities with specific universities and tournaments that hold the most clout in the NCAA college basketball space. This season, Continental is partnering with 36 individual schools across six different conferences (ACC, Big East, Big Ten, Big 12, PAC-12 and SEC) as well as 19 tournament/event partnerships.
To take advantage of these partnerships and connect Continental with every team’s fans, rEvolution has developed a Continental horse mascot-centric campaign. In this first Training Days broadcast spot, nationally aired during games throughout the season, we follow along on his inspiring journey and intense training to achieve his dream of being the greatest in college basketball mascot history, using the only tires he trusts to help get him there. The story doesn’t end there, though. The commercial fades as he takes the court, only for fans across the country to see him in-action game day for a halftime dunk show spectacle – as seen on College GameDay.