UCLA's marketing doesn't stop at the county line

The Bulldogs' "red wave" fan base usually travels well, but the engraved invitation probably will drive the numbers up, as Fresno State Coach Pat Hill said he expected, "20-25,000" to attend the game.

Is green a more desirable color than powder blue in Westwood?

"Really?" UCLA defensive end Korey Bosworth said when told about the ad. "I don't know what to say about that. I'm kind of baffled, actually, that they would run that."

This was the latest move in UCLA's effort to market a team that is rebuilding and fill seats in the cavernous Rose Bowl.

"It's a bit different to see a school from a power conference giving that type of invitation to a 'lesser conference' school," said Thomas Boyd, professor of marketing for the Steven Mihaylo College of Business and Economics at Cal State Fullerton.

"Given the circumstances, I think UCLA is hoping for a good game. But that appeal clearly is for Fresno State fans to come watch Fresno State beat up on UCLA. I find that unusual."

Fresno State is receiving a $450,000 payment for the game.

Scott Mitchell, director of marketing at UCLA, said Tuesday that, "The way we have it structured, it's clearly branded towards Fresno State fans."

UCLA officials said Wednesday that the ad was directed at UCLA fans in the Central Valley.

This was the latest in a marketing campaign that appears to rely on attention-grabbing ads while the Bruins struggle on the field. Many, it seems, are trying to offer fans incentives to attend UCLA games. The university's bookstore is offering 25% discount on merchandise if you bring a ticket stub from a game where the Bruins score five touchdowns. UCLA has four touchdowns total through three games.

"Like every year, we're doing anything we can do to drive up revenue," Mitchell said.

That included run an ad proclaiming, "The football monopoly in Los Angeles is officially over," before the season began. The Bruins have a 1-2 record and have been outscored, 90-10, in their last two games. USC is 2-0 and ranked No. 1 nationally.

"That was directed at our fan base to share our vision," Mitchell said.

When asked whether saying "it's over" equated "sharing a vision," Mitchell said, "I think every UCLA fan believes in their heart that we'll get there."

Boyd said that ad "seemed a little premature."

UCLA also ran ad telling fans, there was room on "the bandwagon" following a season-opening victory over Tennessee.

The Bruins were then buried by Brigham Young, 59-0, and lost to Arizona, 31-10, a game where thousands of Bruins fans appeared to jump off the bandwagon, rushing for the exits with six minutes left.

"I don't think their marketing is bad," Boyd said. "I think it may lack a little finesse."