The Ask:

Promote Intercept Wines during the ESPN 30 for 30 documentary on the Tuck Rule.

The Idea:

Harness the fan passion behind one of the most controversial plays in NFL history.

The Results:

We launched a limited edition Cabernet called “Fumble” as the documentary aired. We promoted the launch across social media and joined relevant conversations all night long. The initial batch sold out within two hours and a subsequent run led to sales equal to 50% of Intercept’s yearly sales - in just one month.