Sometimes, the most memorable marketing campaigns don’t start with a strategy session — they start with a trash can. For the University of Nebraska at Omaha (UNO) Mavericks Men’s Basketball Team, one spontaneous locker room moment kicked off a chain of events that led to a sold-out arena, national media coverage, and a seven-figure marketing value boost. And at the heart of it all was TVEyes.
The spark came from a viral video: a member of the coaching staff launched a trash can across the locker room in celebration after a win. It was unexpected, raw, and wildly entertaining — the kind of clip that doesn’t just get shared but talked about. Jordan Sarnoff, a member of the Athletics Communications team who had recently brought TVEyes to the department from a previous role, caught the clip thanks to the platform’s monitoring capabilities. That moment, combined with a strong sense of fun and creativity from the Maverick’s, inspired something bigger: a themed game night built around the trash can moment.
On February 1, 2025, UNO hosted “Bring Your Own Can Night” at Baxter Arena. Fans were invited to bring clean, plastic trash cans (up to five gallons) and use them as popcorn containers during the game — a nod to the viral celebration. The event also led to featured appearances from AEW (All Elite Wrestling) talent, adding star power and drawing even more attention to what had become one of the season’s most anticipated matchups.
While the buzz was immediate, UNO’s goals extended beyond a fun night. The team wanted to prove the value of the campaign to internal leadership, sponsors, and partners. They needed to quantify the reach, track the coverage, and report on performance, all without overloading their already-busy staff. That’s where TVEyes came in.
Using TVEyes, the team was able to monitor mentions of the event across TV, radio, podcasts, and online video. They tracked national pickup in major markets like New York, Los Angeles, and Atlanta — and captured clips from ESPN, CBS Sports Network, and KETV’s morning and primetime broadcasts. One local segment alone drew over 32,000 viewers. The platform also helped estimate earned media value, with some segments valued at more than $1,900 each. Best of all, TVEyes generated a polished report complete with transcripts, links, video clips, and performance metrics — ready to share with stakeholders.
The numbers spoke volumes. Ticket revenue increased by 1400% following the promotion announcement. Over 94% of game-day tickets were sold in the five days leading up to the event, and total attendance hit 3,356. Sponsorship opportunities followed — including a partnership with Papillion Sanitation, which branded trash cans around the arena and became an associate sponsor. Merchandising took off too, with themed t-shirts and promotional gear flying off the shelves.
All told, the campaign generated over $5 million in media value and firmly placed the Mavericks at the center of a national conversation. What started as a spontaneous post-game celebration evolved into a masterclass in fan engagement, brand storytelling, and earned media strategy.
And the best part? UNO didn’t have to wonder if it all worked. They had the data to prove it.
“We knew the idea had potential. With TVEyes, we didn’t have to guess — we had the data, the coverage, and the reporting to back it all up.”
— Omaha Athletic Communications Team
Download here: Case Study TVEyes + University of Nebraska
