FOX Sports added the Big Ten in 2017 and the network solidified its position as a legitimate destination for college football. Campaign objectives were to build awareness of CFB on through a highly integrated, 360-degree marketing campaign. All platforms focused on the CFB positioning and tagline 'Every Game is Everything'--since CFB the only sport where fans care more about games during the regular season than the postseason because on the path to the Championship -- Every.Single.Game.Matters.