The campaign launched with a print ad in USAToday, thanking our most loyal fans for being with us through think and thin. The print headline read, “Life’s Too Short To Live A.2.”

To build on the tag, we created premium A.1. innovations to help our fans never go a moment without A.1. We created the A.1. Card, which granted one lucky fan hand-delivered bottles of A.1., any time they want it. Including items like an A.1.- sauce-containing fedora, necklace, watch, belt buckle, and phone case. Fans could also earn unique A.1. experiences. Like upgrades to seat A.1. in MLB ballparks and Live Nation concerts.

We received hundreds of entries to the A.1. games from our most loyal and passionate fans. By the end of our campaign we had increased our Facebook fan base by 73%.