Sign in Subscribe
Football teams

Heisman Trophy Campaigns Shift from Gimmicks to Substance

Strategic Insights

— 1 min read

The start of the new college football season is almost here, and there's a noticeable change in the promotional strategies used by teams to campaign for their players' Heisman Trophy candidacies. Gone are the elaborate stunts, unorthodox gifts, and excessive attention-grabbing tactics that once dominated the scene. Instead, teams are focusing on highlighting their players' consistency of performance and impact on their teams through substance-rich web campaigns.

Key Takeaways:

  • In contrast to past years, the 2006 Heisman Trophy campaign is characterized by a shift from gimmicks to substance, with teams emphasizing their players' performance and team impact.
  • This change may be attributed to the fact that only one Heisman winner since 1998 played for a school that failed to win at least 10 games, indicating that team success is a key factor in determining the winner.
  • The promotional trend in Heisman campaigns now involves the Internet, with teams utilizing web sites to showcase their players in everyday settings, highlight their achievements, and provide updates on their performance.
  • Notable players receiving web-based attention include Southern California's Matt Leinart and Reggie Bush, Ohio State's Troy Smith and Ted Ginn, and Wisconsin's Joe Thomas.
  • Ten other prominent Heisman candidates include Louisville's Brian Brohm and Michael Bush, Notre Dame's Brady Quinn, Oklahoma's Adrian Peterson, California's Marshawn Lynch, Auburn's Kenny Irons, Florida's Chris Leak, and West Virginia's Steve Slaton.

Statistics:

  • Since 1998, only one Heisman winner has played for a school that failed to win at least 10 games, which was Texas in 1998 with tailback Ricky Williams.
  • The 2004 Heisman winner, Matt Leinart, and the 2005 winner, Reggie Bush, utilized their web site, MattReggieTV.com, to blog and present video snippets.
  • Top-ranked Ohio State has established web sites for senior quarterback Troy Smith and junior wideout/kick returner Ted Ginn, featuring highlight clips, statistical updates, and quotes from friends and foes.

Sources:

  • "No Heisman hype in mail" by Andy Baggot, The Wisconsin State Journal, (c) 2006
  • "Heisman Trophy campaign shifting from gimmicks to substance," McClatchy-Tribune Business News Distributed by The Wisconsin State Journal.

Read more