Thad Castle for Player of the Year - Unrated Version

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This year Blue Mountain State's Thad Castle is leaving a mark on the game of football. 

http://www.spike.com/video/thad-castle-player/3286970

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Blue Mountain State on the New York Times Online

November 11, 2009, 9:00 am

Spike Wants Viewers to Get ‘Schooled’ With New Football-Themed Series

By STUART ELLIOTT

Thad Castle, a character in a coming comedy series on Spike, “Blue Mountain State,” is the focus of a campaign to promote viewership for the show. Above, part of a billboard for the series, to go up in Times Square on Wednesday.

Guys and sports, sports and guys. For cable channels trying to reach younger men, the gridiron, field, pitch and rink are where it’s happening.
FX just introduced, “The League,” a show about a bunch of guys in a fantasy-football league. Comedy Central announced plans last week for a pilot from The Onion for a scripted series based on the online video series known as Onion Sports Network.
And now Spike, which like Comedy Central is part of the Viacom cable empire, plans to begin on Wednesday a campaign to entice guys who like sports to watch a coming series, “Blue Mountain State,” about a fictional football team at a fictional university.
The series, scheduled to start Jan. 12, is getting a big build-up that will include a giant billboard in Times Square, viral video clips, a section of the Spike Web site and a national tour of 14 real university campuses, among them Florida State University, the University of Florida and the University of Southern California.
The initial campaign is centered on a character from “Blue Mountain State” named Thad Castle (played by Alan Ritchson), who is a senior linebacker on the football team. The campaign is presented as if it is promoting Castle for “college football player of the year” — not an actual honor, but a mock one designed to resemble the Heisman Trophy.
The campaign faithfully mimics, and parodies, recent efforts in real life by universities to land the Heisman for their star football players. For instance, a video clip presents college football coaches, former coaches and former National Football League players talking about the make-believe Castle as if he were actually contending for the “player of the year” award.
The “Blue Mountain State” campaign is created internally at Spike and overseen by Niels Schuurmans, senior vice president for marketing and creative at the channel.
The new series will indicate the “direction we’re going with our original comedies,” Mr. Schuurmans said, which is “unapologetic, in-your-face funny,” meant to appeal to men in their 20s, 30s and 40s.
“Blue Mountain State” will be the first original scripted comedy series for Spike.

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