We hit Snyder in his home market by purchasing a :60 spot in the Redskins’ week 3 game against the Eagles. We knew that by only buying DC, the blogosphere and press would go crazy, and social conversation would deliver earned media far beyond anything we could buy.

One game. One spot. One market.

Our hunch paid out in dividends. We generated front-page headlines, stormed social media and became a cultural touchstone overnight.

The spot aired only 1x in one market, but ended up generating over 105 million earned impressions, valued at over 1 million dollars; this was incredible, given that we spent only fifty thousand. The social chatter also led to over 2.2 million YouTube views.

Most importantly, the stunt proved to be a ratings bull’s-eye.

• #1 show against men age 18-34 across all TV

• #1 cable show with adults, age 18-34

• Over 2.4 million total viewers.

As for Snyder. If he didn’t have enough to worry about with Cartman tarnishing the Redskins’ name, the Redskins also lost the game 37-34.