Best Use of Social Media for Sports

Archived from the 5th Annual Shorty Industry Awards

Winners

Nike #maketherules

Produced by: Razorfish

In June 2012, Nike Women celebrated the 40th Anniversary of Title IX – the 1972 game-changing, historic legislation that gave rise to modern Women’s athletics – by creating an integrated campaign to not only ignite appreciation for the great women athletes who came before, but also actively engage today’s athletes to get inspired. Over the course of 5 days, Nike Women teamed with Razorfish to reach almost 10,000,000 people on Facebook alone, drive 60,000 new page likes, garner 12,000 Facebook shares and 3,000 pins, as well as a lot of influential big-name athlete participation, including Serena Williams, Hope Solo, and Mia Hamm. Over 96 athletes tweeted, and 11.5M+ followers were reached. Across social and media activations, the #MAKETHERULES campaign accumulated over 300M+ impressions.To inspire athletes everywhere, Razorfish and Nike Women launched the integrated #MAKETHERULES campaign, using paid, earned, and owned media across Facebook, Twitter, Instagram, Tumblr, Pinterest and YouTube. Title IX legislation allowed women to now make their own rules in sport. Using the rally point “Rules Don’t Define Us. We Define Them, We Make the Rules”, the #MAKETHERULES was born. Nike Women athletes were featured throughout the campaign, creating their own “rules” – for example, the first American woman Olympic boxer, Marlen Esparza’s: If No One Thinks You Can Then You Have To – which were featured at events around the country and as digital assets across all of Nike Women’s social channels. To ignite the energy of Title IX and evangelize the future of sport and training, Nike Women hosted influencer events with 75+ elite trainers and bloggers to kick start the #MAKETHERULES digital campaign. Leveraging the Nike Women social ecosystem and key Nike athletes, Razorfish created a content strategy inspired by athletes and focused on publishing daily challenges to garner active engagement across social channels. Daily posts on Facebook and Twitter seeded the conversation and introduced athlete challenges, showcasing athlete rules as digital images. In real-time, Razorfish designed and curated pinnable posters using fan comments, tweets, and Instagram photos, which created a 5-day groundswell of brand conversation leading up to the 40th Anniversary. In partnership with EspnW, a #MAKETHERULES Pinterest board served as the culminating place for all digital campaign assets, both brand and user-generated. On the Title IX 40th Anniversary (June 23, 2012), Nike Women held physical events to celebrate women in sport. Over 2,700 female consumers trialed Nike+ gear and participated in events in NYC, Chicago, Los Angeles, Eugene (at the Olympic Trials), Phoenix (WNBA Mercury vs. Sparks game) and Dallas (24 Hour Fitness). Athlete appearances were made by Shawn Johnson, Lisa Leslie, Brandi Chastain, Hope Solo, Cappie Pondexter, Ary Nunez and more. That same day, Wieden + Kennedy launched “Voices”, a film celebrating how far women’s sports have come, featuring elite athletes who defied conventional expectations. “Voices” was viewed by 15M households on ESPN and ABC Family and within a few days, and has 900,000+ viral views. The #MAKETHERULES campaign earned national media attention, including Mashable, Fitsugar, Adweek, Adage, Bleacher Report, and more.

Finalists

Miller Lite Ask An Expert

Produced by: Digitas

Fantasy Football players are always looking for a competitive advantage. So we allowed them to tweet at our fantasy football expert using branded hashtags right from our banner on their Yahoo! Fantasy Football matchup page. This kept guys more engaged with their fantasy team and more engaged with our brand. It also solidified Miller Lite as The Official Beer of Fantasy Football.While most brands talk to consumers, Miller Lite is talks with them and nothing says It’s Miller Time like talking it up with friends. This innovative, and highly contextual, use of Twitter netted an interaction rate 600% higher than the industry average as well as thousands of consequent tweets and conversations resulting in exponential impressions. Miller Lite has seen its Twitter following grow nearly 400% since the ad hit the web. Ultimately, Miller Lite created an ad that consumers not only interacted with; they actually searched it out each week, exceptional in the ad world.

Red Bull Artograph

Whether enjoying another powder day, heading to the next competition or filming their latest movie, Red Bull athletes are always on the go. To create a deeper relationship between the the sponsored athletes of one of the world's leading media houses and their fans, Carrot Creative imagined and produced Red Bull Artograph. This innovative platform translates the excitement of getting your favorite Red Bull Athlete's autograph from the physical world to the digital. Red Bull Artograph enables Red Bull Athletes to maintain meaningful, authentic one-to-one relationships with their fans. Fans who visit the site can authenticate with Facebook and request Artographs from the exclusive set of athletes available at that time. Fans have the ability to choose from a set of photos provided for each athlete, upload their own, or choose from one of their personal Facebook photos. Once a user selects the photo of their choice, they have the ability to add a quick note to the athlete before they submit their Artograph. The Red Bull athlete then receives a message in the Artograph admin panel, which they can access via mobile. They then personalize his/her signature, add a custom note and send it back to the fan. The fan receives the message as a post on his/her Facebook timeline. Fans have been exceedingly responsive, sharing personal and heartfelt stories with athletes, friends and the world. In the first 10 days, four of Red Bull’s athletes received and signed over 1,300 Artographs. The website has since gone on to add 12 athletes resulting in over 2,887 personalized Artographs. Red Bull Artograph is now a platform that Red Bull athletes request participation in after seeing the immense opportunity to connect with their fans in an exclusive way that works within their on-the-go lifestyle. See more about the campaign here.

MLB Fan Cave

Produced by: Major League Baseball

In its second year, the MLB Fan Cave evolved from a novel idea into a powerful marketing platform for Major League Baseball, growing its social media audience exponentially while engaging a significantly younger audience for baseball. MLB Fan Cave began in 2011 with goals of engaging younger fans via social media while increasing the profile of players and placing baseball at the nexus of pop culture. Recognizing the need to evolve and keep the concept fresh, MLB began the 2012 season with nine Cave Dwellers who watched every MLB game in a Greenwich Village storefront while chronicling their experience on social media, eliminating them throughout the season based on the quality of their contributions and social media savvy until Giants fan Ashley Chavez was crowned a winner at the World Series. Every famous visitor presented an opportunity to generate entertaining content. In 2012, MLB and its new production partner, P3 Entertainment, shifted the creative focus, emphasizing quality over quantity and a higher level of creative concepts. A greater effort was made to tailor creative specifically to players’ personalities, strengths and interests. The “MLBFanCave.com Concert Series” also grew from a small series of neighborhood concerts into a legitimate fixture in the downtown NYC music scene, with more than two dozen high profile acts performing for free in 2012, including Nas, Jason Aldean, The Script, The Fray, and more. Artists and labels view the MLB Fan Cave as a unique and beneficial opportunity to perform in front of hundreds of fans while MLB reaches a new, younger audience to expose to baseball. On social media, MLB studied its audience, learned from what worked best and honed its approach. Fans know that the MLB Fan Cave is the place to be to talk/debate about the game on and off the field as well as win prizes. In 2012 the MLB Fan Cave ran more than 250 Twitter giveaways featuring balls signed by player visitors as well as exclusive product from sponsors and other business partners. The MLB Fan Cave in 2012 QUINTUPLED its social media following to more than 1.2 million followers across Facebook, Twitter & Instagram. The unique like rate on Facebook was 47%, about 5X that of typical sports league/team pages. The average giveaway generated 1,500+ RTs and attracted nearly 400 new followers. The Fan Cave generated 4.4 billion media impressions vs. 1.5 billion in 2011, with social media impressions up 730. Finally, the most important statistic related to the MLB Fan Cave: the average fan of the MLB Fan Cave is 20 years younger than the average avid MLB fan (25 vs. 45), proving that the MLB Fan Cave is engaging younger fans and helping build a new generation of baseball fans.

Current Entries

MLB Fan Cave

Produced by: Major League Baseball

In its second year, the MLB Fan Cave evolved from a novel idea into a powerful marketing platform for Major League Baseball, growing its social media audience exponentially while engaging a significantly younger audience for baseball. MLB Fan Cave began in 2011 with goals of engaging younger fans via social media while increasing the profile of players and placing baseball at the nexus of pop culture. Recognizing the need to evolve and keep the concept fresh, MLB began the 2012 season with nine Cave Dwellers who watched every MLB game in a Greenwich Village storefront while chronicling their experience on social media, eliminating them throughout the season based on the quality of their contributions and social media savvy until Giants fan Ashley Chavez was crowned a winner at the World Series. Every famous visitor presented an opportunity to generate entertaining content. In 2012, MLB and its new production partner, P3 Entertainment, shifted the creative focus, emphasizing quality over quantity and a higher level of creative concepts. A greater effort was made to tailor creative specifically to players’ personalities, strengths and interests. The “MLBFanCave.com Concert Series” also grew from a small series of neighborhood concerts into a legitimate fixture in the downtown NYC music scene, with more than two dozen high profile acts performing for free in 2012, including Nas, Jason Aldean, The Script, The Fray, and more. Artists and labels view the MLB Fan Cave as a unique and beneficial opportunity to perform in front of hundreds of fans while MLB reaches a new, younger audience to expose to baseball. On social media, MLB studied its audience, learned from what worked best and honed its approach. Fans know that the MLB Fan Cave is the place to be to talk/debate about the game on and off the field as well as win prizes. In 2012 the MLB Fan Cave ran more than 250 Twitter giveaways featuring balls signed by player visitors as well as exclusive product from sponsors and other business partners. The MLB Fan Cave in 2012 QUINTUPLED its social media following to more than 1.2 million followers across Facebook, Twitter & Instagram. The unique like rate on Facebook was 47%, about 5X that of typical sports league/team pages. The average giveaway generated 1,500+ RTs and attracted nearly 400 new followers. The Fan Cave generated 4.4 billion media impressions vs. 1.5 billion in 2011, with social media impressions up 730. Finally, the most important statistic related to the MLB Fan Cave: the average fan of the MLB Fan Cave is 20 years younger than the average avid MLB fan (25 vs. 45), proving that the MLB Fan Cave is engaging younger fans and helping build a new generation of baseball fans.

The Hall of Fans - ESPN

Produced by: ESPN

In 2012, ESPN launched the Hall of Fans, an institution devoted to discovering, elevating, and celebrating greatness in sports fandom. In doing so, we leveraged social media to establish, grow, and promote the institution. The Hall of Fans will be a staple in the sports world for many years to come. 1. Recognize and Reward Your Fans – A core social media principle is to recognize and reward your fans. The ESPN Hall of Fans was established solely on this principle. 2. Developed for Social, Extended Across Platforms – The Hall of Fans is an initiative that started in social media, but ultimately extended across platforms to TV, digital, and radio. There was also a live ceremony at ESPN’s Bristol campus to commemorate the inaugural inductees. 3. Effective Social Promotion – As a year one initiative, ESPN used its own social media platforms to drive the majority of traffic to the Hall of Fans website where fans could submit and/or vote. 4. Designed to Generate Earned Media – The finalists capitalized on social media platforms to enhance their candidacy and drive additional votes, which resulted in earned media for ESPN and the Hall of Fans.

Sprint Backboard Cam

Produced by: Digitas

THE CHALLENGE With a limited budget and hundreds of brands competing for attention during the 2012 NBA Finals, how could Sprint break through to promote the launch of its new EVO smartphone? THE SOLUTION NBA BACKBOARDCAM PRESENTED BY EVO 4G LTE FROM SPRINT Using the NBA BackboardCam, we replicated the EVO’s revolutionary new camera, which fires-off four pics per second, and then flooded Twitter with the Finals’ biggest plays.By combining the functionality of the NBA BackboardCam with the social reach of Twitter, we were able to demo the new EVO in a truly unique way, dishing out exclusive content all throughout the NBA Finals. RESULTS • MORE THAN 81 MILLION IMPRESSIONS • MORE THAN 950 TWEETS & RETWEETS • MORE THAN 23% NEW FOLLOWERS

Bellator MMA: Vote for the Fight

Produced by: Spike

Bellator: Vote for the Fight is a site Spike designed to feature webisode videos chronicling the training of four selected fighters right up to the premiere of Bellator MMA on Spike. The site allows fans to then vote for which two of these four fighters they would choose to face off as the first fight of the night for the premiere. Also featured is "Fight Camp" which is an aggregated display of the fighters' social media outlets including Twitter, Facebook and Instagram all in one place giving fans easy access to follow and share.Bellator: Vote for the Fight deserves recognition because it is the first social effort in the MMA world which allows fans to select who they want to see fight in a major fighting league. It is a cohesive experience in which fans can get to know the fighters through the webisodes and then base there voting choices on that. It also extends this experience with the social wall and allows them to continue following them through social media outlets. The site was optimized to work for desktop, tablet and mobile devices.

HBO Boxing

HBO has established a dominant presence in the social space for the sport of boxing, leading the way for athletes, networks, promoters, journalists, and other insiders to follow. 2012 was a year of major growth for HBO Boxing social platforms, engaging existing fans and discovering and educating new ones every day of the year. While boxing may be considered a niche sport, HBO has been instrumental in helping to transition the boxing industry into one that is heavily reliant upon social media. Twitter is a major haven for boxing fans and HBO effectively uses the medium to bring the boxing world closer together while simultaneously finding new fans. HBO’s boxing experts live tweet fights from @HBOBoxing, providing fans with the latest action updates. @HBOBoxing helps link fighters with existing and potential fans while positioning HBO as the connective tissue. Fan predictions, questions and opinions are often solicited to empower “boxing-heads” and recruit them as ambassadors of the sport. Those who weigh-in are often rewarded with highly coveted items such as gloves signed by high profile fighters. HBO brought fighter/fan social connections to the next level in 2012 with a series of innovative social experiences on HBO Connect and live on-the-ground fight coverage. The HBO Social Media Team provided unprecedented support for Pacquiao vs. Marquez 4, uniting fans and partners to position it as a must-see fight between two of the world’s greatest boxers. Fans shared photos of themselves “Flashing their 4,” showing support for #TeamPacquiao or #TeamMarquez and were rewarded with signed gloves and posters. The @HBOBoxing Instagram profile launched during Pacquiao/Marquez 4 fight week and gave fans exclusive “behind the velvet rope” access to the fighters and production. Live Q&As; at HBO Connect linked fans to Manny Pacquiao, Juan Manuel Marquez, Freddie Roach and Jim Lampley and a fight prediction “Tweet Battle” displayed real-time results and aggregated fan conversation. The dedicated HBO Sports YouTube channel provides fans with engaging, shareable video content which drives views and subscribers. The most popular videos include Greatest Hits, Highlights, Under The Lights, Face Off, previews and full episodes. GetGlue engages TV enthusiasts and helps drive conversation on fight nights and Sports program premieres. The GetGlue presence found Facebook and Twitter users checking into their every match on the network and broadcasting their actions to their social followings. Results: - HBO maintains the largest Facebook and Twitter presences of any brand associated with boxing – only a few elite fighters maintain larger followings. • From January to June 2012, the HBO Boxing Facebook page grew 39% from 578K to 807K connections and is currently over 1MM connections. • From January - June 2012, the HBO Sports YouTube Channel garnered nearly 15MM views and 17K subscriptions and is currently over 41MM views and 72k subs

Miller Lite Ask An Expert

Produced by: Digitas

Fantasy Football players are always looking for a competitive advantage. So we allowed them to tweet at our fantasy football expert using branded hashtags right from our banner on their Yahoo! Fantasy Football matchup page. This kept guys more engaged with their fantasy team and more engaged with our brand. It also solidified Miller Lite as The Official Beer of Fantasy Football.While most brands talk to consumers, Miller Lite is talks with them and nothing says It’s Miller Time like talking it up with friends. This innovative, and highly contextual, use of Twitter netted an interaction rate 600% higher than the industry average as well as thousands of consequent tweets and conversations resulting in exponential impressions. Miller Lite has seen its Twitter following grow nearly 400% since the ad hit the web. Ultimately, Miller Lite created an ad that consumers not only interacted with; they actually searched it out each week, exceptional in the ad world.

NBA: #BIGNBAXMAS

Produced by: National Basketball Association

The NBA became “Social Media Santa Claus” on December 18, 2012 through its #BIGNBAXmas Twitter campaign that gave away dozens of prizes including a pair of tickets to all Christmas Day games, autographed jerseys from the league’s biggest stars, autographed photos, and items from NBA marketing partners such as adidas, ESPN, 2K Sports, Sports Illustrated and Rareink. The NBA asked its 6.4 million Twitter followers trivia questions about the league and its history to determine the prize winners. The #BIGNBAXMAS promotion garnered more than 440 million total impressions from giveaway tweets and another 13 million impressions from the 62,500 fan mentions throughout the day. Furthermore, several NBA players, partners, and campaign hashtags became worldwide trending topics on Twitter.The #BIGNBAXMAS giveaway is a deserving victor for this category for its volume and diversity of prizing, partner involvement, engagement metrics and cross-media promotion. The NBA gave away a haul of prizes most fans could only dream of. These included a complete set of NBA special edition BIG Color jerseys, signed jerseys from the likes of Kevin Durant, Russell Westbrook and Ricky Rubio (among others), a photograph signed by all 2012 NBA rookies, a number of Revolution 30 authentic NBA jerseys, video games, enough adidas gear to equip a small army and, of course, a pair of tickets to every single Christmas Day game. These prizes were given away at a torrid pace - every 15 minutes over an 8 hour period. The NBA has a large social media following on its own with 6.4 million Twitter followers and more than 15 million Facebook fans but we did not confine this promotion to merely our own assets. By working with marketing partners, we leveraged the social presence of the following companies: adidas, EA Sports, ESPN, 2K Sports, Rareink, Sports Illustrated and American Express. In additional to involving partners, we asked the final question on air during a game on NBA TV which gave fans an opportunity to win a $2,500 gift certificate to the NBA store. This question alone received more than 2,200 replies on Twitter and included a link to nbastore.com that garnered over 22,000 clicks. The final question wasn’t the only element of #BIGNBAXMAS to achieve tremendous engagement metrics. The promotion received over 440 million impressions on Twitter, 62,500 twitter mentions, 34,000 replies, 10 top worldwide trending topics (including the original hashtags #BIGNBAXMAS, #NBARooks and #BIGCOLOR) and over 1,000 replies per question asked. Furthermore, the Christmas Day games, which the #BIGNBAXMAS giveaway promoted, attained record viewership. The ESPN tripleheader and ABC doubleheader had the highest ratings in the event history.

Miller Lite Brad K #2Tweets

Produced by: Digitas

Brad K. was a Twitter celebrity, but NASCAR banned tweeting for the final race of the season. No problem though. Miller Lite stepped up to help a friend in need. Brad relayed his Tweets to our social media manager via his two-way radio and she posted them on @MillerLite with #2Tweets. Now Brad’s the Sprint Cup Champ and Miller Lite’s a social media hero.Twitter was built to deliver messages in real time and it doesn’t get much more real time than while our driver was racing. Miller Lite helped Brad K. cross the finish line with his head held high, a trophy in hand, and their followers along for every step of the way. In the time it took to run the race, Miller Lite saw a 60% increase in ReTweets, 136% increase in Followers, and a 4800% increase in Mentions.

Red Bull Artograph

Whether enjoying another powder day, heading to the next competition or filming their latest movie, Red Bull athletes are always on the go. To create a deeper relationship between the the sponsored athletes of one of the world's leading media houses and their fans, Carrot Creative imagined and produced Red Bull Artograph. This innovative platform translates the excitement of getting your favorite Red Bull Athlete's autograph from the physical world to the digital. Red Bull Artograph enables Red Bull Athletes to maintain meaningful, authentic one-to-one relationships with their fans. Fans who visit the site can authenticate with Facebook and request Artographs from the exclusive set of athletes available at that time. Fans have the ability to choose from a set of photos provided for each athlete, upload their own, or choose from one of their personal Facebook photos. Once a user selects the photo of their choice, they have the ability to add a quick note to the athlete before they submit their Artograph. The Red Bull athlete then receives a message in the Artograph admin panel, which they can access via mobile. They then personalize his/her signature, add a custom note and send it back to the fan. The fan receives the message as a post on his/her Facebook timeline. Fans have been exceedingly responsive, sharing personal and heartfelt stories with athletes, friends and the world. In the first 10 days, four of Red Bull’s athletes received and signed over 1,300 Artographs. The website has since gone on to add 12 athletes resulting in over 2,887 personalized Artographs. Red Bull Artograph is now a platform that Red Bull athletes request participation in after seeing the immense opportunity to connect with their fans in an exclusive way that works within their on-the-go lifestyle. See more about the campaign here.

America's Navy: Army-Navy Game

America’s Navy has continually positioned themselves as a Global Force For Good. In 2012, we took the opportunity to connect Sailors and their families to the Army-Navy Game, by geo-targeting fans at the game and posting live updates on our social platforms. With our 70,000+ members on NavyForMoms.com, we were able to recruit volunteers to join us at the event to help us with on-site and off-site conversations. We aimed to increase traffic to our Navy booths and engagement on Facebook and Twitter.Geo-targeted posting and monitoring helped the social team connect with fans checking in at the game on Foursquare, posting on Twitter and taking pictures on Instagram. Fans posting in the area were welcomed to the game, informed about the various Navy booths and directed to America’s Navy social properties. This was received extremely well as fans responded saying they will come to the booths and also agreed to have the pictures posted on America’s Navy social sites. To excite fans before, during and after the Army-Navy game, America’s Navy focused on posting unique and exclusive game content. During the game week, posts on the US Navy Athletes, Events, and Life Facebook pages and @AmericasNavy Twitter account generated a significant amount of earned media exposure on behalf of the Navy brand. The US Navy Events Facebook Page alone increased 365% in reach and the US Navy Life Facebook page reached 113,738 users and 10,724 fan stories were created. All social efforts combined garnered an increase of 114% in page engagement. Objectives of driving traffic to America’s Navy booths and boosting fan engagement around the Army-Navy game were met as there were an estimated 10,000 visitors to the booth and over 13,000 social interactions with our content during game week. www.facebook.com/USNavyEvents www.facebook.com/USNavyLife www.twitter.com/americasnavy www.navyformoms.com

Nike #maketherules

Produced by: Razorfish

In June 2012, Nike Women celebrated the 40th Anniversary of Title IX – the 1972 game-changing, historic legislation that gave rise to modern Women’s athletics – by creating an integrated campaign to not only ignite appreciation for the great women athletes who came before, but also actively engage today’s athletes to get inspired. Over the course of 5 days, Nike Women teamed with Razorfish to reach almost 10,000,000 people on Facebook alone, drive 60,000 new page likes, garner 12,000 Facebook shares and 3,000 pins, as well as a lot of influential big-name athlete participation, including Serena Williams, Hope Solo, and Mia Hamm. Over 96 athletes tweeted, and 11.5M+ followers were reached. Across social and media activations, the #MAKETHERULES campaign accumulated over 300M+ impressions.To inspire athletes everywhere, Razorfish and Nike Women launched the integrated #MAKETHERULES campaign, using paid, earned, and owned media across Facebook, Twitter, Instagram, Tumblr, Pinterest and YouTube. Title IX legislation allowed women to now make their own rules in sport. Using the rally point “Rules Don’t Define Us. We Define Them, We Make the Rules”, the #MAKETHERULES was born. Nike Women athletes were featured throughout the campaign, creating their own “rules” – for example, the first American woman Olympic boxer, Marlen Esparza’s: If No One Thinks You Can Then You Have To – which were featured at events around the country and as digital assets across all of Nike Women’s social channels. To ignite the energy of Title IX and evangelize the future of sport and training, Nike Women hosted influencer events with 75+ elite trainers and bloggers to kick start the #MAKETHERULES digital campaign. Leveraging the Nike Women social ecosystem and key Nike athletes, Razorfish created a content strategy inspired by athletes and focused on publishing daily challenges to garner active engagement across social channels. Daily posts on Facebook and Twitter seeded the conversation and introduced athlete challenges, showcasing athlete rules as digital images. In real-time, Razorfish designed and curated pinnable posters using fan comments, tweets, and Instagram photos, which created a 5-day groundswell of brand conversation leading up to the 40th Anniversary. In partnership with EspnW, a #MAKETHERULES Pinterest board served as the culminating place for all digital campaign assets, both brand and user-generated. On the Title IX 40th Anniversary (June 23, 2012), Nike Women held physical events to celebrate women in sport. Over 2,700 female consumers trialed Nike+ gear and participated in events in NYC, Chicago, Los Angeles, Eugene (at the Olympic Trials), Phoenix (WNBA Mercury vs. Sparks game) and Dallas (24 Hour Fitness). Athlete appearances were made by Shawn Johnson, Lisa Leslie, Brandi Chastain, Hope Solo, Cappie Pondexter, Ary Nunez and more. That same day, Wieden + Kennedy launched “Voices”, a film celebrating how far women’s sports have come, featuring elite athletes who defied conventional expectations. “Voices” was viewed by 15M households on ESPN and ABC Family and within a few days, and has 900,000+ viral views. The #MAKETHERULES campaign earned national media attention, including Mashable, Fitsugar, Adweek, Adage, Bleacher Report, and more.