Case Study
Mitchell Heating & Cooling
The Challenge
With the recent opening of a new location in Charleston and a strong existing presence in Raleigh, Mitchell Heating & Cooling aimed to deepen brand visibility across both markets. The company partnered with Mediagistic to create a buzzworthy campaign that combined regional sports fandom with smart media targeting, positioning Mitchell as the go-to HVAC provider for local homeowners. The goal: drive awareness, increase engagement, and reinforce Mitchell’s status as a trusted name across the Carolinas.
Mitchell Heating & Cooling - Collegiate Name Image Likeness Campaign [Video]
This campaign went far beyond a single video spot. Mediagistic and Mitchell Heating & Cooling executed a full-scale production that included three premium television commercials tailored for various placements, custom radio reads for local broadcast, and NIL sponsorships with five standout UNC football players: quarterback Drake Maye, along with offensive linemen Willie Lampkin, William Barnes, Corey Gaynor, and Spencer Rolland. The team also worked closely with Carolina Athletics to secure licensed use of official Tar Heels jerseys and branding, and filmed on location at Kenan Memorial Stadium with a 10-ton Trane HVAC unit for added authenticity. The result was a bold, high-quality campaign that aligned Mitchell’s brand with UNC athletics and with rising star Drake Maye, who is now the starting quarterback for the New England Patriots.
Strategy & Execution
To break through the noise, Mediagistic built a hyper-targeted Connected TV (CTV) campaign featuring UNC quarterback and Chapel Hill native, Drake Maye. By tapping into the rising trend of Collegiate NIL (Name, Image, and Likeness) endorsements, the spot connected the Mitchell brand to Maye’s local celebrity, trustworthiness, and hometown roots.
The creative centered on a short-form video ad watch here, combining high production value with authentic messaging that played on shared Carolina pride. The media buy focused on premium CTV placements, supplemented with mobile and tablet inventory to reach on-the-go viewers. Traditional and streaming radio campaigns also were added to increase reach and frequency for this campaign in key parts of Mitchell's service area.
Key elements included:
- Collegiate NIL athlete sponsorship with Drake Maye, the UNC offensive line, and Carolina Athletics to generate buzz and increase credibility.
- Connected TV-first strategy to reach homeowners streaming content on large screens
- Geo-targeting around Raleigh, Chapel Hill, and Charleston markets
- Aggressive impression delivery to build frequency and top-of-mind recall
What is a
Collegiate NIL Campaign?
A collegiate NIL (Name, Image, and Likeness) campaign allows businesses to partner with college athletes to promote their brand using the athlete’s personal influence and fan base. Since the NCAA lifted restrictions in 2021, NIL has become a powerful way for brands to connect with local audiences, especially in passionate college sports markets. Mediagistic brings value by identifying the right athlete influencers, negotiating with key stakeholders, securing brand and university licensing, and executing high-impact creative and media plans that turn NIL opportunities into real marketing results.
Results
The campaign significantly outperformed expectations, delivering across every key performance metric:
- 1,570,789 total impressions: Exceeding the 1,065,220 promised by over half a million
- 96% video completion rate: A strong signal of high-quality, relevant creative
- 354,291 unique reach: Amplifying brand exposure to new audiences
- 90.42% of impressions delivered on Connected TV: Ensuring premium in-home engagement
- ~14,000 average daily impressions throughout the campaign run
- More than 250,000 organic views on Mitchell Heating & Cooling's Youtube channel
This campaign demonstrated the power of creative risk-taking, combining sports marketing with precision digital media execution. For the Mitchell Heating & Cooling brand, which is always ready to take bold swings, this was a clear touchdown.
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