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GOLD AND BLACK ILLUSTRATED VOLUME 27, ISSUE 4 66 T-shirt giveaway the runner-up in the popular promotion category. "There's a love-hate relationship because we can only give out so many and our budget only allows us to do so many, but the fans love them and look forward to it." So what's the next big thing for fans in Mackey Arena? Peludat said big things are in store for the 50th anni- versary, which takes place next season (2017-18). There are hopes for a new, much-larger video board and some other items that will improve the fan experience. Bobbleheads, the in-game experience including videos, music and light shows and even updated logos on barns are tangible evidence of an increased effort in reinforcing Purdue's basketball brand. But it all is the tip of the iceberg. Social media is where much of the action is, especially as it pertains to capturing the attention of players, pros- pects and younger fans. And the social media craze has consumed the nation, so it is no surprise it is a conduit to reaching fans, especially those under 30. Sadler loves his role in creative services and helping connect fans in many ways on the Internet. But, like in any relatively new venture, he is always looking for more help. A recent article in Sports Illustrated focused on the growth of creative service teams being the next big arms race in college athletics. Not surprisingly, the Ohio States and Alabamas have large staffs dedicated to communicat- ing with prospects, mostly in the sport of football. "It's kind of like the chicken-and-the-egg situation," Sadler said. "To sell tickets to fans, they have to be excited because you have the right players. And to get the right players, you have to sell tickets." If the pregame light show is all about connecting through the experience of being in Mackey Arena, then Twitter, Facebook, and Instagram are all about connecting any place a smartphone or tablet is. Purdue has seen its Twitter followers (@Boilerball) grow from just more than 8,000 in 2013 to 52,000 today. Instagram, another area of emphasis, is growing expo- nentially. Facebook remains relevant, with maybe not as much real-time content, but a strong reach to fans still the same. Even Snapchat is becoming useful when reaching college-aged-and-under fans. "Our goal is to dominate the platforms we put the most emphasis," said Forman, who spends all of his social me- dia effort on Twitter, Facebook, and Instagram. "We have seen amazing growth in that area." And Forman's passion is a good match for the others on the marketing team. "The day after games, there are always at least five emails with requests for graphics with quotes, achieve- ment notes and other things Chris wants to put out there," Sadler said. "And he is great at what he does, always pro- moting our program and pushing out content. Sometimes he will give us an idea and we will say that there is maybe a way that it can be done better, and he is pretty open to that type of stuff. We all work pretty well together." But it not always just about digitizing the next great statistical tidbit that Caleb Swanigan has achieved so the Twittersphere can consume it. Yes, Purdue launched a new website Feb. 16 dedicated to the sophomore for- ward's push to be national player-of-the-year and that has its place. But it is through social media channels that the world can experience what it is like to be a member of Purdue's basketball team. It builds brand loyalty among fans but also piques the interest of recruits. The idea is to give fans and recruits a peek inside the program. And nothing does that like video. Whether it is locker room celebrations, training sessions or coach- es preparing, having a camera in-house and providing a slickly produced piece is the goal. "Whether it is a tweet, Facebook posts, a video… re- cruits can see it all now," said Bloom, who also hosts the BoilerBall podcasts as another way to communicate with fans and recruits. "The days of hand-written letters are over. You send mailouts just to cover your bases, but re- cruits and our coaches are communicating in a totally dif- ferent way now. It is texts and social media and it's video that ties it together." And tying it all together is what it is all about in the 21st-century world of sports marketing. For now, Purdue men's basketball is the highest-profile example of concert- ed marketing effort that is enjoying success. The future, according to Peludat, will be even more interactive with more engagement with the hand-held device. But it is all about getting a reaction, a pulse, a movement from the audience one is trying to reach. "We know to get fans from their couches with their bev- erage of choice into the arena to share in the experience is getting harder and harder," Bloom said. "But our group shows me time and again that they are up for the chal- lenge." j