The IN Crowd.

Indiana quickly moved under the national spotlight for hosting the NCAA Men’s Basketball Tournament entirely in one state. This historic opportunity marked the perfect time to highlight what Indiana is all about…the people.

The IN Crowd campaign celebrates remarkable Hoosiers changing the world in unexpected ways. Through six ambassadors, we showcased authentic and real stories of Indiana residents…with the help of our narrator, Indiana’s own, David Letterman. The #MyINcrowd hashtag sparked a movement, encouraging Hoosiers to also share their own IN Crowd stories.

The multi-channel national campaign led to increased awareness and positive sentiment toward Indiana. Website traffic went up 200% YOY and engagement on the campaign landing page was 2.5x longer than the site average. Online media equated to more than 6,299,000 unique visitors and #MyINcrowd received over 400+ mentions across social platforms.

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With help from David Letterman and ESPN’s Sage Steele, The IN Crowd led to an estimated social reach of 630,000.

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