Introduction

In a vibrant display of unity and community spirit, the Big 12 Conference officially recognized December 12 as an annual celebration day, known as 12.12 Day, in 2023. This engaging event featured a remarkable 12-hour social media campaign packed with giveaways to honor the athletes, fans, and communities that form the heart of the conference.

Campaign Success and Engagement

In partnership with the independent creative agency, Translation, the Big 12 crafted a compelling social-first campaign that aimed to inspire and engage schools, athletes, and their supporters. The previous year's campaign yielded impressive engagement, reaching over 458,000 accounts and garnering 435,000 impressions on in-feed posts, which translated into an impressive gain of more than 2,900 new followers.

Celebrating Expansion

The stakes were raised this year with the addition of four new teams—Arizona, Arizona State, Utah, and Colorado—into the Big 12 family. To celebrate their expansion, 12.12 Day featured exciting gift giveaways that not only engaged the existing fanbase but also welcomed the new institutions and their communities. Prizes included a DoorDash bundle, a Microsoft Surface, an Xbox bundle featuring EA College Football 2025, a WWE x Big 12 championship belt, and many more enticing items.

The Essence of Community

This annual tradition aims to foster connection and excitement among fans, bridging generational gaps as well as uniting long-standing and newly joined communities. Beyond the impressive prizes, the Big 12 is keen on instilling a profound sense of belonging among its members, encapsulating the essence of togetherness that defines their growing conference.

Conclusion

As the Big 12 continues to evolve, the impact of 12.12 Day showcases how sports can serve as a powerful unifier, creating lasting memories and connections that extend far beyond the playing field. Will the Big 12's growing spirit of community revolutionize collegiate athletics? Only time will tell, but one thing is certain: they're making waves, and fans are eager for more!