Apparently, it isn’t enough for UCLA to be embarrassed on the football field.
UCLA’s marketing department, which has recently taken heat for some questionable campaigns, has taken another hit for its most recent attempt at raising interest in the struggling football team.
In an effort to lure more fans in red to Pasadena, UCLA’s athletic advertising unit purchased a quarter-page advertisement in The Fresno Bee on Tuesday, in addition to radio spots in the great Fresno area.
As with most advertising campaigns, the ad hopes to boost both interest and sales for Saturday’s game at the Rose Bowl between UCLA and Fresno State. Only one problem: The ad is aimed at Fresno State fans. That’s right.
The move, of course, is driven by money (what isn’t?). Obviously, there is concern that there won’t be enough True Blue partisans to fill the seats as their football team continues to struggle. That is a natural response from a fan base desperate for some consistency in a program that has been lacking in that quality for a decade. But this move sure feels like a sellout. No pun intended.
In an effort to fill thousands of vacant seats, and in response to Fresno State’s refusal to sell more than its original allotment of tickets ““ the money from which would not go to its institution ““ UCLA launched a series of radio spots and a newspaper ad imploring fans in the San Joaquin Valley to make the trek down south for the big game. The ad stated: “Fresno State vs. UCLA: So you can say “˜I was there.'”
While the folks in Westwood can make the argument that this was a message catered toward UCLA fans in the Valley, it seems clear from the wording that it is intended for the Bulldog faithful.
Already, upward of 20,000 Fresno State fans are expected, which would make up over one-fourth of the expected 70,000 in attendance.
Not only should UCLA be extremely concerned at the apparent lack of interest or support in its program, but it should also be ashamed that the marketing hasn’t made the same type of push toward its student body.
Yes, UCLA has run ads (rather foolishly), proclaiming USC’s football dominance as “over.”
Yes, it has run an ad welcoming new fans to the Bruin bandwagon, one that looked a lot less full after two consecutive beatings at the hands of Brigham Young and Arizona.
This is all well and good, but there is something missing.
School has finally started at UCLA, so why not make a push to get more of the student body out to the game? Yes, it’s an inconvenient trip, but wouldn’t it be nice if there was a home-field advantage for, you know, the home team?
Offer incentives. Decrease the shuttle fare to the Rose Bowl, pass out rally towels, T-shirts or other knickknacks ““ anything to entice new and old students to root on their alma mater.
I understand that this decision was made out of concern that the school is not attracting enough people to the games on Saturdays. While this problem will not go away anytime soon, there is a good chance that it will disappear a few years down the road once the coaches get this program turned around. But to actively invite the opponent’s fans into the Rose Bowl, ostensibly to “be there” for a Fresno State victory over big, bad UCLA, is a disgrace and frankly, a shame.
Here’s hoping that the UCLA student section is ready to chant, “Take off that red shirt” 20,000-25,000 times.