The Big 12 Celebrates Growing Community with 2nd Year Conference Tradition

In 2023, the Big 12 officially marked December 12 as an annual conference through a full day of social giveaways for 12 straight hours. The groundbreaking tradition was created to honor and celebrate the athletes, fans, and communities that make up their conference. 

The Big 12 partnered with independent creative agency, Translation to develop a social-first campaign, crafting engaging and shareable content designed to captivate schools, athletes, fans, and communities alike.

Last year’s campaign delivered impressive results, reaching 458k accounts with 435k in-feed post impressions leading to a gain of over 2.9K new followers.

This year, with the introduction of four new teams to their roster – Arizona, Arizona State, Utah, and Colorado – the Big 12 wanted to raise the stakes for 12.12 Day with even more elusive gift giveaways designed to celebrate and engage their growing communities. 

Prizes include a Doordash bundle, Microsoft Surface, an XBOX and EA College Football 2025, WWE x Big 12 belt, and more. 

The annual tradition is meant to allow the Big 12 to better engage with fans and welcome new member institutions and their respective communities. In this second chapter, the celebration evolves to unite old and new communities, bridging generations and fostering a shared sense of belonging.  They are forging a lasting impression that goes beyond gifts but highlights the legacy of togetherness within a unique and growing conference.