08 Jul DUDE Wipes TEU Sponsorship Supercharged by Taylor Swift

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The world of sports sponsorships is constantly evolving, pushing brands to find innovative ways to connect with target audiences. DUDE Wipes’ marketing strategy frequently exemplifies boldness and agility, powered by a marketing team that excels with strategic planning while masterfully capitalizing on the unexpected opportunities. 

This was again the case for DUDE Wipes during Tight End University (TEU), where their strategic sponsored activations intersected with a cultural phenomenon: a surprise concert by Taylor Swift, featuring an appearance with Travis Kelce.

“We’re always looking to connect with our audience in fun and authentic ways,” says Tim Shaw, marketing coordinator for DUDE Wipes. “TEU provides such a great platform for our brand to have fun in unique ways while engaging an extremely relevant audience – and we likely made some brand new fans during some special moments this summer.” 

The Taylor Swift Effect: When Sponsorship Goes Viral

The highlight of DUDE Wipes’ TEU presence undoubtedly came with the unannounced Taylor Swift concert. Her appearance with Travis Kelce, posing in front of a step-and-repeat featuring DUDE Wipes branding, created a social media frenzy – punctuated by many tweets recognizing the humor in Swift and Kelce posing in front of a DUDE Wipes logo. 

This surprise moment generated significant earned media value. Zoomph identified the top Taylor Swift-related posts, which generated 6.95+ million impressions and an impressive $102K in social value.

The earned media impact continued beyond the surprise concert, with DUDE Wipes receiving a direct shoutout from Travis and Jason Kelce on their podcast, New Heights. Between the YouTube episode and promotional social content, DUDE Wipes earned over 5M impressions and $243K in social value. These metrics  underscore how authentic, high-profile moments can translate into substantial brand exposure and earned media value, if you are positioned to capitalize. 

Multi-Channel Brand Dominance: Beyond the Spotlight

DUDE Wipes’ presence at TEU extended far beyond the celebrity cameo, showcasing a multi-faceted approach to brand activations that helped position the brand for additional visibility on social media, including:

  • A branded restroom trailer featuring playful copy like “we love a clean tight end” and “poo poo 42.”
  • A 16-foot inflatable butt – an activation designed for maximum visual impact and social sharing
  • Content collaborations with NFL talents, including current Browns TE David Njoku and former Michigan TE Jake Butt.
  • Product sampling in bathrooms during the Taylor Swift concert.
  • Sponsorship of Hole #2 at the TEU golf outing.

Their direct involvement as an event sponsor resulted in 19 social posts published by TEU that featured DUDE Wipes branding, resulting in 4.85M impressions and $89K in social value.

Deuce, DUDE Wipes’ mascot also made a surprise appearance in the background of a live hit on SportsCenter, a segment that featured 289K unique viewers while the mascot was visible on screen interacting with athletes and fans. 

“The marketing team at DUDE Wipes has done a masterful job of proactively building bold and clever sponsorship campaigns for years,” says Dan LaTorraca, marketing director for Zoomph.

“That approach gives them a clear lane to quickly pivot and capitalize when an unexpected opportunity arises – which is honestly pretty common in sports – but it also creates such a stronger and more authentic connection with their audience.” 

The Zoomph Difference: Measuring Every Angle

In a world where brand activations can range from a celebrity cameo to a branded restroom, how do leading companies like DUDE Wipes accurately assess their marketing effectiveness? This is where comprehensive sponsorship analytics platform like Zoomph becomes impactful.

By providing the most reliable, real-time data, Zoomph empowers brands like DUDE Wipes to understand the impact of their investments, optimize future strategies and confidently demonstrate sponsorship ROI across social media, and broadcast and in-venue campaigns.

Want to learn more about how Zoomph supports CPG brands like DUDE Wipes with their sponsorship measurement and strategy? Check out our most recent social and broadcast case study. 

Dude Wipes Zoomph Case Study - social media and broadcast measurement for brands
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