What do you do when you’re running a campaign that’s in its 11th season and is already beloved by fans?

For the 2021 Nissan Heisman House, we discovered a decade of old fan tweets. For years, they had been telling us what they wanted to see happen in the house.

So we picked our favorites, got the fans to sign off, and wrote our spots and OLVs around them.

As the campaign rolled out, the overjoyed fans who contributed were interviewed by ESPN talent during the College Gameday broadcasts.

Like this guy tweeted about how he’d like to see a dog in the house.

So we wrote a story about a “Cat Problem.”

The ONLY player ever to win two Heismans?

Maybe he should, maybe he shouldn’t.

Barry Sanders was famous for never celebrating and spiking the ball in the end zone. He would just politely hand it to the ref.

At Auburn the celebrate by throwing TP in the trees.

To further stoke the fans during the season, we created “STICKER DROPS.” (You know when they have that IG sticker media already bought? We wanted to actually do something cool with it).

So we gave away 1/1 collectibles based on their ideas, with ESPN and the players teasing the drops in their IG stories.

We were happy, the clients were happy. But most of all, the fans whose tweets got them interviewed on ESPN were happy.