We directed initial videos with athletes such as Rafael Nadal, Shawn Johnson, Usain Bolt and Michael Phelps. We kept it lo-fi and even, no fancy catered sets and nothing to give them an advantage. We then reached out to well-known digital influencers and new media stars to challenge the athletes and spread the message to their own fanbase on their blogs, Twitter, Facebook, MySpace and YouTube pages.Visitors to the site were asked to select any one of the athlete challenges, to which they could then try to “best” that challenge. From there, they were given simple instructions to upload and submit their video to the challenge and to YouTube.

The Best of Us Challenge has proven to be a huge success. With over a quarter million unique visits, 400 user submissions to athlete challenges, thousands of tweets, 4 million video views, tens of millions of social media impressions, and coverage through mainstream media outlets like The Today Show and The New York Times, The Best Of Us Challenge has proven to create awareness for what was in essence a fading brand with a key target demographic.