Challenges were posted each morning on Instagram and Twitter. Photo entries were showcased at 98daystoshine.com, alongside motivational quotes and DIY fitness activities. The contest was amplified on Facebook, Pinterest and Reddit, and across the blogosphere by fitness and sports enthusiasts.

Winners were selected based on spirit, style and creativity. Branded t-shirts were awarded daily; branded iPods and Google+ Hangouts were awarded weekly. The grand prize winner earned a trip to NYC to attend the US Open.

98 Days To Shine culminated with a gallery showcase in NYC featuring thousands of the best photo entries.

This campaign exceeded our benchmarks on many levels.

Social reach:

Our hashtag, #98DaysToShine, reached 17 million users, and engaged professional athletes, bloggers, sports brands and fitness enthusiasts. espnW’s social footprint increased by 24% on Twitter & 7,500% on Instagram.

Engagement:

We received 8,812 photo entries, with no paid media, building a library of user-generated photos. Participants from across the country played along all summer. Our 98 daily winners represented 30 states. On average each participant completed five photos challenges, while our grand prize winner completed all 98 photo challenges.

Sponsorship:

espnW secured a key sponsorship with P&G brand, Tampax.