Narrated by ESPN's Sports Science own John Brenkus, each play helped illustrate the razor-thing difference between success and failure at the professional level. A quick multiple-choice question at the end of the experience tested their precision NFL knowledge and rewarded correct answers with entries into weekly and grand prize drawings.

We featured weekly winners on our social media channels and pumped up engagement with social posts and video content highlighting Gillette's NFL athletes. One lucky fan won two tickets to the Super Bowl; 17 fans won $500 and an NFL jersey of their choice.

By leveraging our consumers' love of the NFL and comparing the precision of an NFL player's performance to the precision performance of our product, we created a meaningful emotional connection between our brand and our consumer.

We rode that connection, resulting in:

• 13% increase in fans

• 1,800% increase in year-over-year contest entries

• 300% increase in visitors

• 42.3 million impressions in one day