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We built a campaign around the Super Bowl that gave our members a shot at a million dollars. Our members chase the sweat of the game — so calling it Super Sweat was the most natural thing in the world.
For the creative, I tapped into the New Orleans-inspired visual language the NFL had already put into market. It's the easiest way to build a real connection with the moment without needing an official league partnership. I designed the full visual identity and the team built it out across every social and event asset.
The campaign lived mostly on social but culminated in a live finale in Dallas where three members — chosen from a contest where people posted their conference championship lineups — watched the game and sweated their picks in real time while the community tailed them for a share of the promo funds.