As students were returning to class, preseason practices were well under way and fans and supporters were gearing up for the start of another Big Ten football season, Northwestern University's football program unveiled its new social "media hub." More than just a website with links for users to navigate to individual social media platforms (although it does have those too), the Northwestern Football Social Media Network, a.k.a. The Wildcat Way (thewildcatway.com), is a multimedia platform displaying content and live status updates from a variety of social media networks. This article examines various aspects of The Wildcat Way, which allow Northwestern's football team to engage with fans across a variety of separate platforms.
Douglas N. Masters is a partner in Loeb & Loeb LLP's Chicago office, where he litigates and counsels clients primarily in the areas of intellectual property, advertising and unfair competition. He is deputy chair of the firm's Advanced Media and Technology Department and co-chair of the firm's Intellectual Property Protection Group.
Seth A. Rose is an associate in the firm's Chicago office, where he counsels clients on programs and initiatives in the fields of advertising, marketing, promotions, media, sponsorships, entertainment, branded and integrated marketing, and social media.