As The Big12 expanded their imprint to create a festival atmosphere with a world-class fan zone, unique concession items, and brand partnerships transcending the football experience, FanIQ targeted fans who were looking for an event, not just a game. We used Fan IQ’s audience segments to reach people seeking unique events, including frequent travelers, foodies, party people, and fans of regional teams. The results were astounding - these new fans had an AOV 3x higher than conventional Big 12 fan targeting through paid social.