SZVETITZ COLUMN: Hype machine spinning at Auburn

It’s only a billboard.

Well, a couple of billboards. OK, a lot of billboards.

And as of today, they’re all over Birmingham, Mobile and Atlanta highways, in high-traffic areas, trying to get your attention.

Is it working? Sounds like it.

The only thing missing is the neon. Those might be in next week.

But for now it’s just tiger eyes behind a raised Auburn helmet with a line from the school’s fight song — “fearless and true” — and two other words at the bottom: “Choose Auburn.”

That’s it.

Just a billboard.

What’s the big deal?

Well, it was just a limo. Then, it was just a recruiting weekend with a catchy nickname.

Now, it’s a billboard.

Let’s read between the lines. It’s not just about what it says, but what it means. What it represents.

The football coaches at Auburn are on the move. And they want you.

Cancel the neon, order up some Uncle Sam.

Since Gene Chizik’s arrival, he’s done what he’s set out to do — get the best possible players to become Auburn Tigers, while pushing his program at every possible turn.

Even the one that takes you to the interstate.

Chizik said it himself: Recruiting is Marketing 101. It’s getting your program, your school, your product out there for everyone to see and talk about. And who cares what they’re saying, as long as they’re talking.

And reading.

Your ad here. Questions? Comments? Call 1-800-IT’S ABOUT HYPE. The Auburn coaching staff and administrators are standing by.

“These billboards in strategically selected markets show our commitment to continuing to look for innovative ways to promote Auburn football and enhance the Auburn brand,” Auburn athletic director Jay Jacobs said in a statement.

School officials, acting in conjunction with the Auburn ISP Sports Network, also said the reason they chose Birmingham, Mobile and Atlanta is because of the strong alumni base in those areas.

Yeah, that, and because there are a ton of talented high school recruits driving those same roadways.

Remember, Marketing 101?

Corny, cheesy or brilliant, I’m writing a column about a billboard. And you’re reading it.

Chalk another one up for Chizik.

But will it pay off? Ahh, the million dollar question.

Is all this buzz falling on deaf ears? Or, are the recruits stacking up in Auburn’s favor, waiting for the perfect time to make their announcements?

Who knows.

Two things are for sure, however: 1) Auburn has made a huge recruiting splash, sending waves from Tuscaloosa to Knoxville to Gainesville; and 2) it’s not slowing down.

But how long can it go?

When do the recruits stop talking about Auburn and start committing to Auburn?

As of Wednesday evening, the Tigers have just eight commitments for the 2010 class, with only one four-star and no five-stars, according to Rivals.com.

While it’s more than some, it’s not as many as others. (Alabama and LSU have 16, Florida and Georgia have 15 and Tennessee has 12.)

And in a world where you’re always looking over your shoulder at the other guy, is this really a game you want to fall behind in, no matter how early?

Sure, signing day is still seven months away. A lot can and will happen between now and then.

And the reality is, the fruits of Auburn’s Tiger Prowl, Big Cat Weekend, the billboards and even this weekend, where Auburn will hold its final summer camps and host some unofficial visits for some of the nation’s top recruits, won’t be seen right away.

The seed takes time to grow.

But how much watering needs to be done? When will these guys actually believe in Auburn, instead of just saying they love it?

It could be today. Or this weekend. Or the next. Or the next. Until then, Auburn will keep up the recruiting onslaught.

But remember, hype is just a lot of hot air without any substance. Eventually, someone’s got to buy what you’re selling.

If not, you’re no better than a late-night infomercial. Minus the free set of steak knives.

MIKE SZVETITZ is sports editor of the Opelika-Auburn News. He may be reached at mszvetitz@oanow.com or 737-2513.