We used Radio Row’s popularity—and 1.4 million attendees—to change how Super Bowl hosts planned parties. While others spent big, we used an inexpensive prop to entice fans into sharing a cheeky bathroom message: Go#2. Our foam finger and hometown NFL hero caused ripples throughout Minneapolis, as fans, media, and athletes joined in. They shared photos and stories, reminding others that party poopers were part of every party.

Ultimately, we reached millions of consumers and increased sales up to 540% regionally. National sales rose +22.5%, with a 5:1 ROI.