Targeted @UWAthletics social campaign launched in conjunction with the 2026 FIFA World Cup and the use of Husky Soccer Stadium as a Matchday Minus One (MD-1) training venue for teams competing in Seattle.
The world's biggest tournament utilizing University of Washington facilities provided an opportunity to highlight years of planning and execution by our grounds crew, transforming Husky Soccer Stadium into a World Cup-caliber facility. In coordination with the United States Men's National Team, we arranged a surprise visit from UW's live mascot, Dubs, as well as a custom Husky jersey presentation for head coach Mauricio Pochettino.
This collaboration generated millions of impressions the day before what was arguably the largest sporting event ever hosted in Seattle. Earned media led the charge through posts from @USMNT, @FOXSports, @Pochettino, and more, complementing our own organic coverage to follow.
With only a single content creator permitted to accompany Dubs, I captured polished photo, video, and phone content that fueled more than 100 posts across seven channels, generating 5M+ impressions and a 6.3% engagement rate.
