SITUATION When FS1 launched Undisputed, their bold new morning debate show starring Skip Bayless, they didn’t want to blend in with the noise of football season. They wanted to own it. With fan energy peaking around college football’s biggest rivalry games, we saw the perfect opening: show up on their turf with an activation so unexpected, so unapologetically Skip, it couldn’t be ignored. TASK Create a disruptive, fan-fueled campaign to launch Undisputed—and turn Skip Bayless from a TV personality into a tailgate icon. ACTION Skip doesn’t just talk sports. He judges them. Loudly. Instantly. Without hesitation. Every game, every player, every play—Skip has a take. And if you’ve watched Undisputed, you’ve seen it: the emphatic nods, the sharp side-eyes, the quick-trigger head shakes that signal instant approval or total disbelief. So we took the essence of that behavior and turned it into something fans could physically interact with. “The Skip Bayless Bobblehead Tour” — a traveling, 16-foot inflatable bobblehead of Skip that popped up at America’s most intense rivalry games. The concept was simple: if Skip always has a take, then let him be everywhere there’s something to have a take on. Tailgates. Fan zones. Parking lots. Rivalries. The bobblehead became a walking hot take—nodding, judging, and photobombing fans in every direction. Whether you loved Skip or loved to boo him, you couldn’t help but stop, snap a pic, and weigh in, just like the show. • Produced a custom 16-foot inflatable Skip Bayless bobblehead • Activated at top NCAA rivalry games across the country • Developed a mobile tailgate experience with giveaways and shareable fan content • Created real-time footage for FS1 broadcast features and digital promos • Fueled campaign momentum with high-performing social posts, UGC and meme-friendly clips • "Hot Take" breath mints and sunscreen for when you're on fire. RESULTS • Became a marquee social moment for FS1 and Fox Sports • Featured in live broadcasts, gameday commentary and Fox headquarters in NYC • Created thousands of fan-generated posts at each stop • Helped drive strong premiere ratings and awareness for Undisputed • Laid the groundwork for a long-running cultural identity for the show REFLECTION We didn’t just promote Skip—we channeled him. The Bobblehead Tour captured his energy, his edge, and his constant need to weigh in. Just like Undisputed, it didn’t wait for permission.