During the eight-week partnership with “College GameDay,” the Roaming Gnome documented his travels as a basketball fan in real time via posts on Twitter, Instagram, Vine, Foursquare and Facebook. Fans were able to follow along, offer suggestions and arrange in-person meetups as he travelled from town to town and went from being a total basketball novice to a body-painted, sign-waving, nacho-eating fanatic. He even reacted humorously in real time on Twitter as games were won and lost. After each “College GameDay” visit, he posted :15 video recaps to show off each town in all its glory.

Over the course of the eight-week partnership with ESPN’s “College GameDay,” the Roaming Gnome’s social postings saw a 319% increase in engagement, and his Twitter followers grew 16.5%. His witty Twitter conversations with universities, coaches, teams, student sections, athletic departments, mascots and “College GameDay” hosts generated over 14.4 million impressions, and news coverage of his travels in each city racked up 78 million unpaid media impressions.