“Harbaugh-mania” has swept the nation, it seems. While it was known that Jim Harbaugh’s return to the Michigan Wolverines was a popular thing inside the state, it may not have been known just how much the entire country has been taken over by the anticipation surrounding the season opener on September 3rd at Utah.
FOX Sports 1, who will be televising the game between the Wolverines and the Utes, is going all in on the hype with this bus that will be touring the nation in the weeks leading up to it:
Yes, that’s right … khakis and a sharpie to look exactly like Harbaugh.
The network is making no secret that it isn’t about promoting the game, but about using the coach on the visiting sideline:
“Once it became official that Harbaugh was going to return to coach, it became a huge, huge priority for us, from a production standpoint and a marketing standpoint,” said Robert Gottlieb, executive vice president and head of marketing for Fox Sports Media Group. “There’s a lot of traditional media we’re going to do around the game: TV commercials and radio commercials. But it was so special, and the appeal and the interest in Harbaugh and the program is so intensified, that we definitely wanted to do something that was a little out of the ordinary that would help drive home the message that this game is coming.”