We made 10,000 bottles of Postseasoning, a sizzling spice blend made to elevate any dish to match the intensity of postseason football, and distributed it to impassioned fans at three major football events: the Super Wild Card Weekend Monday Night Football game in Los Angeles, the College Football Playoff National Championship in Indianapolis, and Super Bowl LVI. With a 20-foot inflatable replica of the bottle towering above and acting as a beacon for all to see, our event space at Playoff Fan Central encouraged fans to earn their bottle of Postseasoning by way of completing ridiculous skill games. Upon victory, you were treated to a 360 degree video of your victory pose. We also partnered with James Beard Award Winning chef and famed pit master Rodney Scott to create recipes which were shared live on ESPN programming.

The nature of Postseasoning is inherently humorous, so we ran with it and created a video explaining just what this seasoning blend was all about. Without taking ourselves too seriously, we told fans why this seasoning exists, how to use it, and where they could get a bottle of their own. On-site at marquee NFL and College Football championship games, we leveraged the competitive spirit in the air and had fans compete to win a bottle of their own, all in service of reminding them that nobody understands their fandom quite like ESPN.

The video launched during the peak of football postseason, debuting on January 7th and ending on February 13th, the day of the Super Bowl.

The video premiered on ESPN's YouTube, social channels, and a dedicated microsite, where it was re-shared by fans, ESPN talent, influencers, and PR & news outlets.

We had a event presence at Super Bowl LVI, The Super Wild Card Weekend Monday Night Football game at SoFi Stadium in Los Angeles, and The College Football Playoff National Championship in Los Angeles where fans participated in games to win a bottle.

Postseasoning garnered 288 million views and reached 9 million impressions.