The release of D2 coincided with a huge cultural moment – the start of the NFL season. With the announcement that they were relaxing their restrictions on touchdown celebrations, we saw a clear connection to D2: just as football players love celebrating in the end zone, so too do D2 players as they dance to celebrate epic achievements.

We partnered with one of D2’s biggest fans, famed touchdown dancer Antonio Brown, to debut one of the new D2 celebratory dances in the lead-up to the game's launch.

Given Antonio's past history with TD dances, there was huge interest in what new touchdown dance he'd be performing, so media and fans went crazy when he started teasing the D2 dance across social.

And, when Antonio scored his first touchdown of the season, he celebrated with the D2 dance in the end zone in front of a massive national audience.

We identified Antonio Brown prior to the launch of the NFL season. Then, we worked with him to identify an appropriate D2 celebratory dance. Antonio then spent time with a professional dancer learning the dance.

There was already huge interest in what new dances he would debut for his first touchdown since the NFL had relaxed the rules. To leverage this, we created a social teaser video for Antonio to share with his fans.

The media, football and D2 fans quickly picked up on this and sparked a frenzy of speculation. Three games into the new season, Antonio scored his first touchdown and performed the D2 Dance in the end zone in front of a national audience of 14M fans.

The Dance into D2 stunt resulted in over 5M video views, 120M media impressions, 25M social impressions, and 400K Social Engagements.

Destiny 2 went on to become the second best-selling game of 2017, based on revenue, and outsold the first Destiny from 2014.