Just before the start of the 2017 season, Pittsburgh Steelers star running back Le’Veon Bell was locked in a contract dispute with the team. While the entire world was watching to see if he would report to training camp, he instead spent an afternoon filling out a job application at a local Dairy Queen store and sharing it on social media instead.

We immediately invited Le'Veon in for a tryout. A few days later, he was back in the store making treats for fans and sampling a few for himself.

And the world tuned in to watch. The opportunistic campaign appeared across the sports media and the internet - racking up 205 million earned impressions, a 991% increase in brand mentions, and $13 million dollars in ad value. On top of that, Le'Veon got his new contract from the Steelers. And some free Dilly Bars.