Nebraska Cornhuskers WR Decoldest Crawford’s air conditioning commercial has become a viral NIL hit

Nebraska Cornhuskers wide receiver Decoldest Crawford just had to find the right fit for a NIL opportunity to capitalize on his unique name.

This is where SOS Heating and Cooling and its name, image and similarity contract came into play.

A commercial created by the third-generation family-owned heating and cooling company in Lincoln, Nebraska has grown into one of NIL’s most viral collaborations to date. The perfect pairing resulted in an ad that racked up over 5 million views on Twitter as of Wednesday afternoon, prompting a flood of engagement and response to the commercial.

According to Brian Kim, President of Relo Metrics, the response to the video for the local business has been overwhelming. The tweet alone is worth SOS $105,000 in earned advertising.

“I had a good feeling that we were doing something good and would blow people’s minds,” said Jake Wasikowski, SOS PR director. “I felt like once we got the commercial out, people would go crazy over it.”

Crawford, a freshman from Shreveport, Louisiana, originally committed to LSU but changed his commitment to Nebraska and signed with the Huskers. That’s when Wasikowski and SOS owner Jon Stuehm knew they had a chance to create a special partnership between a heating and cooling company and a soccer player named Decoldest.

“[NIL] wasn’t something we planned or got into, but it was just the right situation at the right time,” Wasikowski said. “We had this idea, and whether Decoldest is an All-American or not, we still want him to be a part of it and our spokesperson.”

In the spring, business for the company picked up and the creative process for the commercial was put on hold. However, with camp for Nebraska soccer players fast approaching, they knew they had to act quickly to put the commercial together with a local production company.

The company hit the tweet button to post the video on August 12 and sat back to watch the numbers mount.

“It’s incredible. We didn’t expect any of this to be that big, but it went from Monday night to Tuesday and the numbers just kept going,” Wasikowski said. “We already have a winter ad planned because we won’t be able to run a summer ad for four months.”

Although the financial details of Crawford’s contract have not been disclosed, he has signed a one-year contract which will be reviewed by Crawford and SOS at the end of the year. The company has been thrilled with the results so far and said whether he’s had a good career, gotten injured or never plays, they want to stay with Crawford if they have the perfect game they’ve created.

The company also said it saw an increase in incoming calls and noticed a number of five-star reviews on Google commenting on the commercial.

“It’s been great for branding so far, and we’ve enjoyed seeing people know the SOS name and love what we’ve made,” said Wasikowski. “It always helps the business so we’ll soon see how it’s fared in terms of actual return on investment, but everyone we know who knows about sports has reached out to us and said how cool it is, ours to see the commercial. “

https://www.espn.com/college-football/story/_/id/34414699/nebraska-cornhuskers-wr-decoldest-crawford-air-conditioning-commercial-become-viral-nil-hit Nebraska Cornhuskers WR Decoldest Crawford’s air conditioning commercial has become a viral NIL hit

Emma Bowman

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