The NFL has no problem attracting TV viewers. But most fans don’t know about their web and mobile products, NFL Game Pass and NFL Game Rewind, which allow you to watch games from any web-connected device. So we set out to spread the word.

The insight was simple: big-time NFL fans will listen to other big-time fans. So we found ourselves a big-time NFL fan: Jeremy Piven. With his help, along with Academy Award winning director Dustin Lance Black and Bully Pictures, we created an integrated campaign featuring web videos, broadcast TV spots, banners, print ads and a microsite, all designed to activate NFL fans to use Game Pass or Game Rewind, and watch more games with more features than ever before.