Turn trash-talking on Twitter between college football fans into a game, by letting teams use their hashtags to destroy symbolic items that represent their opponents.

We identified the four college football games at the end of the season that would inspire the most passion among fans. Then, days before each game, when Twitter activity spiked, we tweeted a video of our spokesvillan Mayhem threatening to destroy a symbolic item of whichever team failed to tweet more. On gameday, we revealed which team won by posting a reveal video of Mayhem inflicting destruction on the losing team. Then, as a finale, the hours before the Championship game, we launched a live event letting fans use their tweets to move a hashtag-powered conveyor belt, which dropped their opponents tailgating gear into an 85-ton industrial shredder.

Mayhem Tweet-Off got an instant reaction on Twitter as fans competed against their rivals for bragging rights. We took over the college football conversation as Mayhem Tweet-Off trended locally around campuses. The massive social sharing resulted in 22.7 MM impressions and 2.7 MM engagements which all generated leads without any traditional media spending.