With one website, 10 bizarre pep talks, and a ridiculous music video, we promoted it.
A FEW OF THE PEP TALKS (co-written with Kent Koren):
To get fans to sign up, we gave them a taste of what it’d be like to learn from America's winningest football coach. Turns out, Jimmy's a ham.
THE MUSIC VIDEO (we made a little song using Jimmy's audio from our footage - music by Hobo Audio):
People could see all the videos and learn about the contest at Crownroyal.com. They could submit entries in 10 unique ways – from delivering a motivational halftime speech to showing off their best end zone dance.