We tapped into fan behavior: Friends love making bets on their games and handing out humiliating punishments to the losers. Our twist? We took this behavior to Facebook where way more people could see the sweet, sweet shame. We called it, "Put Your Profile On The Line" and that's exactly what we invited fans to do. For the first time ever, we gave football fans the ability to bet their profile pictures during weekly NFL matchups. If you win, you have the satisfaction of seeing your friend's Facebook profile decorated in your team's colors. And if you lose, you need to sport their colors. A bet’s a bet. But all is not completely lost, because we included another huge incentive ? the more you play and share, the more times you're entered to win Super Bowl tickets!

We rolled out an online application during the NFL season that lived on BecauseFootball.com. To participate, fans needed to also connect through Facebook to challenge friends to the weekly NFL matchups. Because Facebook is a global social network, and the NFL has fans all over the world, it was the perfect media to leverage.

We developed an airtight notification strategy using Facebook's API and an email campaign that notified users of their wins, losses and upcoming game schedules. The overall concept was designed to encourage a deep level of participation, engagement and weekly return visits. During the campaign period, we reached 6.40MM users, made over 343MM media impressions, increased the favorability of Hyundai on Facebook by 27% and a 40% increase in brand association.