Stonewalls “Scarf Georgetown” in Guerilla Marketing Campaign

Hundreds of scarves draped around campus overnight to promote upcoming soccer seasons.

To build excitement for the Georgetown men and women’s soccer teams’ games this weekend, the Georgetown Stonewalls partnered with student spirit group Hoya Blue and the Georgetown Athletic Department in an inventive guerilla marketing campaign.

Inspired by a similar effort from MLS club Seattle Sounders FC upon their arrival in the league, the three groups joined forces to cover the Georgetown campus with hundreds of the Stonewalls’ signature supporter scarves. The scarves were accompanied by a scarf tifo in campus’s central “Red Square” and signs instructing students to put their “Scarves Up” at soccer games this season.

Scarves were placed in trees, on light poles, on fences and draped around campus landmarks like the famous statue of university founder John Carroll that sits at the main gates. The scarves were also tagged with information about the Stonewalls as well as 2013 schedules for both the men’s and women’s soccer teams.

Executed in the early morning, community members discovered the scarves on their way to class and work and eagerly retrieved them. The Stonewalls and Hoya Blue look forward to seeing the scarves in action at games this weekend and all season long.

You can find more photos on the Stonewalls Facebook page:

"Scarf Georgetown" 1 scarves1

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