problem

Duke’s Mayo has an extremely loyal fan base, but they needed to expand beyond just their existing rabid fans.

how we answered

We turned to another rabid fan base — college football fans. With a season-long contest activation, we brought the two together and gave them plenty to cheer about.

results

We earned half a billion impressions valued at nearly $10 million, inspired an unprecedented 84% of all website visitors to enter the contest and quadrupled the number of projected entrants.