We decided that a social media campaign would give us the most reach in the shortest amount of time, and a platform to have a little fun with the introduction.
(PRWEB) February 14, 2013
A new and improved addition to Lakeland College will soon be hitting campus. A dash of school spirit, a bucket load of pride, some wild scientists and good old Muskie Mojo are proving to be the recipe as Lakeland gets ready to unveil a new look for Musko, the Lakeland Muskie.
Think of it as a fish getting a facelift.
With a Muskie pride mentality, Musko set out to build buzz of his arrival to campus, and the logical place to start was social media.
Lakeland has been airing a series of online teaser videos to help build the hype for the new mascot's first appearance at halftime of the men's basketball game on Saturday, Feb. 16. None of the videos show the full mascot, instead giving a quick glimpse of this new ambassador.
"The old Musko hasn't been seen for quite some time, so we had to reintroduce the entire concept of Musko," said Eric LaRose, Lakeland's manager of interactive media. "We decided that a social media campaign would give us the most reach in the shortest amount of time, and a platform to have a little fun with the introduction."
The videos have been a hit. The college's Facebook page and website have been getting steady traffic since the campaign started and word of a new Musko has the campus buzzing.
"Within two weeks we went from concept to full launch, including three videos and multiple 'doctored' photos," LaRose said. "With that, we were able to reach more than 22,000 people on our main Facebook page alone."
The most popular of the videos is shot in Grether Woods at the back of campus with a very shaky hand-held camera. As the camera pans the woods in pursuit of "something," we see what appears to be a giant fish emerge from a patch of trees. But before the camera can get a full profile, the battery dies and viewers are left wondering what exactly was lurking in the woods.
In the final video, released Tuesday, a team of Lakeland College scientists put their skills together to help revitalize the old Musko. With the risky operation complete, the team tests Musko's new skills by putting it through a series of sprints, bench presses, squats and curls.
The introduction of the new mascot allows it to match the college's Muskies logo, which was first used in the fall of 2011.
Lakeland and Muskingum College in New Concord, Ohio, are the only two higher education institutions in the country that have the Muskies as a mascot.
Lakeland adopted the Muskies in the 1930s, when the college was called Mission House. Athletic director and coach Elmer Ott was a fishing enthusiast who especially loved tying into a muskellunge, fish known for their fighting spirit. It seemed to him to be the perfect mascot, and the college agreed.