Vicks NyQuil/DayQuil Most Dedicated Fan Contest

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Vicks® NyQuil®/DayQuil®, in partnership with the NFL, sought out the 32 craziest, funniest, most fanatic NFL fans and gave them a simple challenge: Prove that you are your favorite team's Most Dedicated Fan, and show us how Vicks helps you catch every moment of your team's season.

We gave them some examples of the type of fan we were looking for.

Then used our superfan as an eye-catching key visual to drive other NFL-crazed fans into our contest experience on Facebook. Here's an iMedia example.

We ran a series of ads on Facebook to amplify contest awareness.

We cast a wide net with consumers, catching them anywhere they'd be likely to consume NFL or Vicks-related content.

Throughout the contest, our NyQuil Facebook page served as the home base, digital hub, and center for all the MDF action. Fans of our 32 super-fans took over the page, offering cheers, jeers, and the occasional sneer—all in the name of NFL team dedication. Our super-fans got in on the action too, creating their own blogs and Facebook pages, uploading original YouTube videos, and sharing photos of their face-painting, bus-wrapping, game-cheering media maelstroms.

We received thousands of contest submissions from fans all across the globe, then narrowed to the 32 Most Dedicated NFL Fans in the country. Then we armed them with a media kit and tactics for gaining publicity for their candidacy.
We asked our 32 semifinalists to complete three challenges and promote their team spirit via Twitter and Facebook. They did all that...and then some, turning themselves into 32 local celebs, brand advocates, and social media maestros.

The super-fans generated so much buzz that they were even endorsed by current and former NFL stars, NFL fan blogs, and their own NFL teams (for free!). Their stories were picked up by local and national media, turning them into walking, talking, never-missing-a-moment embodiments of NFL and Vicks dedication.