Show us your best touchdown dance

How do you create a spectacle in the football space that lands with people? How do you make content designed to get some social share that differentiates itself from selfie-style content? The answer: Put on one heck of a show. To help Northwestern Mutual make an unforgettable footprint, we put together an activation system for lead generation in which people at the 2019 College Football championship in Atlanta and the Rose Bowl in California, signed up on a registration platform, then filmed their own touchdown dance outside the stadium in a custom-made set piece including cheering crowds and a DJ. Over three days, attendees had their celebration dance professionally filmed and displayed on a jumbotron, after which they could share their performance with friends and family on social media.