Life is tough. Sometimes you need some coaching to help make life's most important decisions. Luckily, I knew three football icons who could help fans bring home a "W," even on fourth-and-long.

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Outback was ready to pull the plug on its Outback Bowl partnership. It had lost its lustre, and campaigns were no longer driving brand affinity or fan engagement. After a deep dive into data, we proved Outback was right. But the issue wasn't with the Bowel partnership; it was their activation. Predictable, flat and forgettable executions were drowning the brand.

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In a bold pivot, I brought the brand a radically different creative strategy that leveraged social media and fan insights to give it an authentic, resonant voice that would earn fan love and engagement.

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"If NCAA coaches were able to guide teams to victoryon the field, even in the most perilous situations, why not in real life?" Office parties, marriage, boardroom presentations, even raising your kids—it's time these icons of football coached us up on life's most important decisions, including dinner, 'cause "Steak is for Winners."

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Reconnecting with my previous ESPN alum, I recruited three of football's most recognized coaches to lend their voices to a 15-commercial campaign.

 

The results were not only hysterical, but the engagement went through the roof, including a 99.7% video completion rate and the campaign was featured on ESPN SportsCenter. And while all of this was awesome, what might be more impressive is that the entire production budget was $20K.

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