The 2007 Coke NSAC District Competition Experience

April 18–19, 2007
University of Texas Team

By Dr. John Murphy, University of Texas Team and Professor of Advertising
From the UT students’ perspective, one of the best parts of the district competition in Fort Worth was being on the road with the other members of their team. The 13 UT team members had come to know and bond with each other well over the past four months. The competitive environment fostered an even greater, “us versus them” team mentality.

The students liked the late afternoon presentation start time, although I was worried that the judges would be fried by that point. Fortunately, I was wrong. The judges were bright and attentive to our presentation, and the Q&A went well. The team felt optimistic and confident that their presentation was smooth, clear and forceful. The feeling was, “Our presenters nailed it.” The dominant emotions after the presentation were relief, of course, and pride in a mission well accomplished. “We did our best—now let the chips fall where they may.”

The University of Texas team's Mind Map for campaign planning

The long delay to Thursday evening’s announcement rollout only heightened the stress. It was a surprise when Ben Lawson, Coke’s judge, announced Tulsa’s fourth-place finish. The team was relieved to hear that Texas State was third, in that they were clearly in the hunt. When UT was named the first-runner-up, there was more relief—the team’s objective was to be in the top four. Every team wants to be the champion, but the UT team knew that second place also means a shot at the “wild card” spot in Louisville at the national competition.

The UT students were impressed with the TCU team’s presentation and content on Friday morning. All things considered, our UT team was satisfied with TCU being named the champion. Overall, the UT team felt validated—the students' extraordinary hard work had paid off. They left Fort Worth feeling accomplished, satisfied and optimistic about what may be ahead for their team.

Thank you to the Austin Ad Fed for helping to make this possible.