Locked in a contentious contract dispute in the summer of 2017, Pittsburgh running back Le'Veon Bell took to Snapchat and Twitter to fill out a job application at a local DQ store. We immediately invited Le'Veon for a tryout. A few days later, he was back in the store making treats for fans. The opportunistic campaign earned 205 million earned impressions and and a 991% increase in brand mentions. On top of that, Le'Veon got his new contract.
"Went from dominating Sundays to dominating sundaes."