Inside Dunkin’s 9-Week High School Football Activation in Georgia
Friday Night
Football, Statewide.
Campus Multimedia, in partnership with Score Atlanta, produces the Georgia High School Countdown to Kickoff — a statewide fall football tour that brings live, on-site broadcast coverage to marquee high school matchups across Georgia each week of the season.
The program kicks off each August with the Corky Kell + Dave Hunter Classic at Mercedes-Benz Stadium and runs through the GHSA State Championship games, spanning 16 game dates total. Each week, the Countdown to Kickoff team deploys a full on-site production setup — including a branded vehicle and media desk — at a featured Friday night game.
Coverage airs live on the Peachtree Sports Network (PSN) and Atlanta News First (ANF), and streams across digital platforms including the ANF app. For brands, the program offers a rare combination: hyperlocal community presence inside high school stadiums, paired with regional broadcast and digital reach across the state.
On the Sidelines,
All Season Long.
Dunkin' partnered as a mid-season activation sponsor for the 2025 Georgia High School Countdown to Kickoff, running from mid-October through early December across nine game dates — including four playoff games and the GHSA State Title Bracket Show.
Each week, Dunkin' deployed its branded Refreshers sampling truck to featured games, distributing free product samples and branded swag to students, fans, and cheerleaders in attendance. Giveaway items included bucket hats, sunglasses, $5 hot cards, and branded fan signs — all of which drove consistent foot traffic to the activation area and created organic, shareable moments throughout the night.
Dunkin' also received broadcast integrations as part of the partnership, including consistent branding at the Countdown to Kickoff pregame media desk, organic on-air mentions during live coverage, and a featured presence during the GHSA State Title Bracket Show — one of the most-watched broadcasts of the football season.
9 Weeks. 9 Games.
Dunkin' activated at the season's biggest matchups — from regular season standouts to four playoff games and the GHSA State Title Bracket Show.
| Week | Date | Matchup / Event |
|---|---|---|
| Wk 1 | Friday, October 10 | Sprayberry @ River Ridge |
| Wk 2 | Friday, October 17 | Northgate @ Langston Hughes |
| Wk 3 | Friday, October 24 | Dunwoody @ Chamblee – HOF Game |
| Wk 4 | Friday, October 31 | Douglas County @ Carrolton |
| Wk 5 | Friday, November 7 | GHSA State Title Bracket Show |
| Wk 6 | Friday, November 14 | Lee County @ SprayberryPlayoff |
| Wk 7 | Friday, November 21 | Playoff GamePlayoff |
| Wk 8 | Friday, November 28 | Playoff GamePlayoff |
| Wk 9 | Friday, December 5 | Playoff GamePlayoff |
Beyond the Stadium.
On Air Statewide.
As added value to the partnership, Dunkin' received broadcast integrations that extended the on-site activation and increased statewide exposure.
Desk Presence
Consistent visibility within the Countdown to Kickoff pregame show, aligning Dunkin' with game analysis and key lead-in moments.
On-Air Integrations
Organic brand mentions and visual placements woven naturally into live coverage each week of the season.
Student & Cheerleader Hype
High-energy student and cheerleader moments that brought authenticity and excitement to the broadcast.
Playoff Bracket Show
Featured presence during the playoff bracket reveal — one of the most anticipated broadcasts of the entire season.
The Dunkin' Desk,
Front & Center.
What Worked.
The Dunkin' activation generated several key learnings that now inform how the program approaches brand partnerships.
Truck Placement Is Critical
Positioning the Dunkin' Refreshers sampling truck in higher-traffic areas of each venue significantly increased visibility and fan interaction. Keeping the truck on-site for the full duration of games — rather than departing at halftime — drove higher sampling volume and maintained brand presence from pregame through the final whistle.
Swag Resonated Strongly With Students
Branded bucket hats, sunglasses, $5 hot cards, and fan signs were especially popular, generating steady foot traffic and enthusiastic participation from students and cheerleaders alike — validating the value of high-utility, high-visibility items in high school sports environments.
Broadcast Integration Added Unexpected Value
The media desk integration with the Countdown to Kickoff pregame show proved highly impactful. Dunkin's presence within the playoff bracket show provided a fun and organic moment to spotlight Refreshers and Munchkins — tying the brand directly into one of the most anticipated broadcasts of the season. The young, energetic studio talent aligned well with Dunkin's core target audience, helping the brand feel current, relevant, and naturally integrated.
Nine Weeks of
Real Impact.
Across nine weeks of activation, Dunkin' established itself as a visible, authentic supporter of Georgia high school athletics during the peak of football season.
The combination of product sampling, community-focused engagement, and layered media exposure demonstrated how the Countdown to Kickoff platform can deliver both brand awareness and real consumer connections at scale.
Built on Decades of
Georgia Prep Sports.
The Georgia High School Countdown to Kickoff is built on decades of investment in Georgia high school sports. Score Atlanta has been the authority on prep sports coverage in the state for years, and Campus Multimedia brings the production infrastructure and media relationships to turn Friday night football into a statewide broadcast event.
For brands, that means a turnkey partnership — one that handles logistics, production, and media while giving sponsors the tools and space to show up meaningfully in the communities they serve. Whether a brand is looking for statewide broadcast reach, direct-to-consumer sampling, or both, the Countdown to Kickoff offers a flexible platform built around one of the most passionate audiences in Georgia sports.
What Brands Get
Hyperlocal presence inside high school stadiums, week after week
Regional broadcast reach across Georgia via PSN and ANF
Direct-to-consumer sampling and fan engagement activations
Turnkey production — logistics, media, and on-site management handled end-to-end
Access to one of the most passionate, community-rooted audiences in Georgia sports
Your brand belongs
on the Friday night field.
Connect with Georgia's most passionate high school sports communities. We handle everything.