The Motorola NFL ‘Make the Cut’ site was developed in conjunction with a large, cross-channel campaign that included broadcast, print, retail and event promotions. The site is hosted by popular former Pittsburgh Steelers Coach, Bill Cowher, who guides users through a site experience that includes an interactive NFL trivia game, sweepstakes and information on the RAZR 2 product. Much of the site is composed of custom video and original 3D elements and animation. The site saw success, with users interacting with the NFL trivia game an average of three minutes and over 300,000 visitors within just the first two months of the site’s launch.