EWU Super Bowl LX ‘Prepared for the Moment’

With Cooper Kupp ’17 and Efton Chism III ’24 set to play in the Super Bowl, their alma mater — our longtime partner Eastern Washington University — saw an opportunity to turn a national sports moment into meaningful visibility for the university. The ask came fast. The timeline was even faster.

The goal was to make the moment bigger than football. Rather than simply celebrate two alumni athletes, the video connected Kupp and Chism’s Super Bowl appearance back to EWU’s larger brand positioning as The Region’s Polytechnic. Their journeys became proof points for EWU’s hands-on promise: that Eagles learn by doing, build skills through real experience, and carry that momentum far beyond campus.

Within five days, idfive concepted the spot, wrote the script, sourced footage, selected voiceover and music, directed the edit, and delivered a fully produced video designed for organic social with the flexibility to air locally during the game.

What started as a quick-turn social video became something bigger. EWU was able to swap the spot into its local Super Bowl media buy, airing it during pre-game, in the fourth quarter, and again as Cooper Kupp celebrated his second Super Bowl win.

As Brent Reser, EWU’s Director of Marketing, wrote after the game: “When the video was finished, there was no doubt it was too good for just social.”

The momentum carried through to EWU’s web traffic, with spikes at 4 p.m. and 6 p.m. on Super Bowl Sunday. In a 24-hour snapshot, EWU saw:

• 55.5K total impressions
• 953 total clicks
• 9% lift in sessions
• 23% lift in on-site engagement
• 462% increase in key conversion events

Search interest also reflected the moment, with top traffic-driving queries including “Eastern Washington University,” “Cooper Kupp college,” “EWU,” “Eastern Washington,” and “EWU alumni.” The homepage and EWU’s “Our Kupp Runneth Over” article were among the most-viewed pages.

When we say we’re nimble, this is what we mean: turning a high-profile alumni moment into a timely, on-brand win for EWU.