Chips and soda are an undeniable part of game day, but recently the spotlight has shifted to over-the-top nonsense. Knowing from our research that many hosts feel pressured to over-deliver and prefer more casual festivities, we saw an opportunity to be their solution.

But proving to NFL fans that Pepsi and Tostitos are the keys to an exciting football party was going to take more than some recipes and party hacks. We wanted to show them that, even under the worst circumstances, our products can deliver the goods.

So we signed the most boring celebrity in the world – NFL Quarterback and Super Bowl MVP Joe Flacco – and created a mockumentary about his inability to host a football party. Because, if Pepsi and Tostitos can make a party with “Boring Joe” seem fun, imagine what they could do for you.

Our mockumentary went live on Pepsi’s YouTube channel on August 25, 2015. To help kick things off, Joe got the word out via his personal Twitter account. From there, it started to snowball.

National sports media sites – like ESPN, Sports Illustrated and Fox Sports to name a few – cheered the video and Joe’s deadpan performance, generating millions views and unpaid impressions.

And we supported the content with a Walmart.com brand experience, a targeted digital media campaign (leveraging Walmart’s WMX platform), a series of :15 teasers (complete with fake “reviews”) and targeted paid social media posts on Facebook, Twitter and YouTube.

We set out to make sure Pepsi and Tostitos were top of mind with NFL fans for the kickoff of the 2015 season. With 12.5 MM YouTube views and over 150 MM total impressions, our mockumentary delivered beyond our most optimistic expectations.

Our secondary goal was to “Win NFL Kickoff” at Walmart, and not only did we declare victory, we set records. Thanks to the Up Your Home Game program, Pepsi and Tostitos saw their highest Labor Day sales ever at Walmart.