For #SignMyTweet we partnered with two mega-athletes to endorse our product in a unique way—by literally signing their names on it. The one-of-a-kind Twitter event generated incredible PR and positive sentiment for the brand.

The challenge was simple: XFINITY has more live sports coverage than any other cable and Internet provider. But despite this, fans continued to attribute sports leadership to one of our competitors. We needed to amplify the connection between XFINITY and live sports, and bring viewers even closer to the athletes they love.

Since 80% of sports fans monitor social media while watching the game on TV, and they constantly Tweet as they watch (50% of all TV-related Tweets in America are about sports), we used Twitter to re-imagine the most time-honored tradition in sports—the autograph—and let fans get a live signature on their Tweets.

Introducing #SignMyTweet, the world’s first live Twitter autograph session.

Using the hashtag #SignMyTweet, fans tweeted a personalized message to their favorite player to get signed. We printed their tweets out and had the athletes sign hundreds of them, live-tweeting the entire event. Then we mailed each one back as a souvenir.

In just a few days, #SignMyTweet generated over 40 million unpaid impressions, national media coverage and Tweets from NFL players and teams. It’s been so popular, fans are tweeting other athletes with the #SignMyTweet hashtag, and XFINITY has started rolling it out to other celebrities.

The autograph sessions were carefully timed to coincide with social conversation around big NFL events.

The Odell Beckham Jr. session occurred during Super Bowl weekend, and Emmitt Smith’s session took place during the Dallas Cowboys Sunday Night Football game.

To help the events live organically on Twitter, we used the athletes’ Twitter handles as our main voices. Each athlete live-Tweeted during the announcement phase and signing events.

We continued to build awareness with sponsored Tweets from other NFL players and outreach to sports personalities. We also drove participation with highly targeted promoted Tweets, reaching fans reading about NFL on Twitter.

A small idea that generated great buzz and improved the perception of the XFINITY brand among gamers at the conference.