A cowboy mascot stands on the Buffalo Bills field.

Buffalo Market Brand Activation

Results

$39 million in earned media

4.2 billion editorial impressions

182% increase in social media followers

33% increase in New York state applications

600% increase in confirmed students!

I brought the idea for the University of Wyoming’s Buffalo Bills partnership forward in spring 2025 and led it from concept through execution. Working next to my incredible team, the multi-day activation generated more than 3.5 million market impressions, including 2.28 million social media impressions in one week, with strong in-stadium and community engagement throughout Buffalo.

Combined with the perfectly timed Josh Allen jersey retirement, the coverage resulted in an estimated $38.9 million in earned media value and more than 4.2 billion total editorial impressions. I managed the overall activation, on-site execution and public relations efforts in Buffalo in close coordination with the Buffalo Bills and local media partners.

View the Full Results

This hype video was shot and produced by University of Wyoming video producer, Andrew Wee. After six days in Buffalo, our activation team was exhausted, but Andrew edited the video on the plane ride home and it truly captures the energy we all felt that week.