Las Vegas was hosting the Super Bowl for the first time, and it was our job to make it the most hyped event in the city’s history. As Vegas completed its decade-long ascension to the peak of sports destinations, we also had to show what made our city stand above the rest.

Las Vegas was hosting the NFL’s Super Bowl, and needed to make its mark on the biggest event in U.S. sports. Vegas is a city that is built for a good time, for celebrating. Excessive celebration is penalized by the NFL. It’s a rule that’s hated by fans and players alike. We rallied fans and called for this rule not to be enforced at the Super Bowl, going as far as to say that in Las Vegas, excessive celebration is not only permitted, it’s encouraged.

Las Vegas is a city that is purposely built for celebration. But there was a problem: We were hosting the Super Bowl for the first time, and the NFL infamously penalizes players for celebrating after big moments. They call this penalty excessive celebration. Fans hate it, players hate it, Vegas hates it. We knew we needed to take a stand and send a clear message to the league and fans across the country: In Vegas, excessive celebration isn’t just allowed, it’s encouraged.

Before we brought in GRAMMY-nominee Tobe Nwigwe to voice the majority of the track, we knew we needed Chad “Ochocinco” Johnson involved in the project. The NFL infamously penalizes players for celebrating after big moments. They call this penalty excessive celebration. Chad Ochocinco is the most iconic and infamous player to consistently defy this rule. He is wildly referred to as the NFL’s most legendary celebrator, always bringing more fun to the game. This is what Las Vegas is all about, and we knew he was the one to lend his celebratory attitude to the project.

Our campaign helped the Super Bowl in Las Vegas become a resounding success. Ticket demand and room revenue were at all-time highs. Major news media noted that “Las Vegas should host the Super Bowl every year.” Thousands of fans, including the governor of Nevada, signed a petition calling for excessive celebration to be allowed at the Super Bowl. Our music video was viewed over 114 million times, and the song itself generated more than a million streams on music platforms such as Spotify. This helped achieve a 40% increase in conversation when compared to the prior Super Bowl. Searches for Excessive Celebration increased 4,000% in the lead-up to the Super Bowl.