Users got to take on the role of quarterback with five seconds left in the Super Bowl. With the game on the line and live-action receivers streaking toward the end zone, they experienced what it’s like to drop back in the end zone and make a game-winning pass. Play-by-play from CBS’ Greg Gumbel, cheerleaders, screaming fans, larger-than-life defense and bone-shaking sounds all added to the intensity and realism. At the end of the experience, each user was emailed a personalized highlight reel of their experience.

An accelerated production schedule spanned 30 days and included a 2-day content production shoot on a sound stage with former NFL/college players, off-site technology testing to ensure accuracy and authenticity, and multiple rounds of approvals with the NFL relative to the use of their intellectual property. The load-in and testing of the final experience took two days working around the clock.

Game Winner was the featured attraction of the Verizon Access Zone within Super Bowl City. It consisted of a massive 25-foot by 10-foot projection screen that immersed users in a hyper-realistic football scenario. Using Kinect technology, users passed to live-action receivers by making a throwing motion.

Game-winning and unsuccessful passes were celebrated with custom videos featuring the NFL’s Marshall Faulk as commentator. These were sent to users via email within minutes of their experience and gave the activation scale beyond Super Bowl City.

Throughout Super Bowl Week, more than 2,000 unique participants experienced Game Winner, including NFL stars such as J.J. Watt and Nick Mangold, as well as celebrity Victoria Justice.

There was a 98% click-through rate for the emailed highlight clips, and more than 1,400 fan videos were shared on Facebook, along with almost 1,000 on Twitter.