2019 marked the NFL’s historic 100th season and to commemorate the occasion, our team partnered with NFL Canada to bring Canadian NFL fans an immersive online competition that would send one lucky super fan to Super Bowl LIV.
The Fantennial Challenge included a full microsite design with accompanying email, TSN radio spots and social assets to support. Each week, participants received a new challenge to complete, earning them points and prizes along the way.
Part of our guiding principles was mobile-first design and copy. Keep it succinct, engaging and fun.
Social played a key role in how we communicated with fans and was also how players submitted their weekly entries using the hashtag #NFL100CHALLENGE.
Weekly emails kept players up to date on the newest challenges, upcoming events and links to social channels.
Teasing the challenge on TSN Radio allowed us to reach an even wider audience.
To really amp things up, we brought The Fantennial Experience north of the border, where fans could visit venues in major cities to meet NFL legends, watch live games and take pics with the Vince Lombardi Trophy.