Infiltration of the young male lifestyle started with a media first - an eight-minute branded comedy skit featuring “Frank” on a male-focused late night talk show, "Jimmy Kimmel Live". Other partnerships tapped the target’s sports passion: “Big Dog of the Game” baseball feature on ESPN Radio, and a customised Ball Park “Tailgate Report” ran before CBS college football games. Connections expanded with continuous summer television ads and organic outdoor advertising, such as a wrapped elevated train.

Brand recognition by males increased and Ball Park saw significant value from strategic partnerships. “Frank” made measurable inroads to the young adult male target and by leveraging the overall media buy, the eight-minute segment on Jimmy Kimmel Live was executed at a cost equal to only 90 seconds of airtime.