As the Big 12 transformed its games into festival-like experiences, it partnered with FanIQ to reach audiences seeking more than just sports. The results were astounding. Using FanIQ’s proprietary audience segments, the campaign targeted frequent travelers, foodies, social enthusiasts, and fans of regional teams. The strategy delivered exceptional results, with these audiences generating an average order value (AOV) three times higher than traditional Big 12 fan targeting through paid social campaigns.