MiniAbe and the Big 10 Network  partnered up to inspire travel in Illinois during the fall and winter months, which are obviously a little slow in the Midwest. MiniAbe’s passion for college sports was highlighted across all the (BTN) channels: online, cable and in-stadiums. The partnership drove traffic to where fans could explore all of Illinois sports attractions. The "Basketball" spot had 17MM impressions alone. The campaign increased hotel motel tax revenue for the state in what historically had been the off season.

Campaign Components: Cable, pre & mid roll, digital display & takeovers, website integration, in-stadium display, events & activation.


A MiniAbe-sized foam finger was produced and distributed during Big Ten games

Booth set up at Big 10 games provided a distribution point for our foam fingers as well as a backdrop with MiniAbe so fans could take selfies and share on our social channels.

In Stadium Signage

LED displays, logo animations and video ribbons wrapped Lucas Oil Stadium for the championship game.


MiniAbe takeovers

BIG10.COM takeover

Once fans were on they could explore all the other sports activities available throughout Illinois.