The number 2 has special meaning in NYC because of one man – Derek Jeter. This year, the New York Yankees announced they would be retiring his number forever. No player would wear it again. We felt the city that called Jeter their captain for 20 years should follow suit. There was only one solution: retire the #2 across New York City.

Jeter was as beloved in the high rises of Manhattan as he was on the streets of Queens. We captured fans from all walks of life, in sites both everyday and iconic, removing 2s and replacing them with Jeter’s iconic pinstripe 2, exactly as it appeared on his uniform. The message was clear; if Jeter’s number is being retired by the Yankees, it deserves to be retired everywhere.

Retiring the number 2 across one of the largest cities in the world? No small feat. Filming the whole process and editing it into an emotional tribute video that honors one of the best athletes to ever play baseball? Even harder. But we pulled it off and strategically released our film on Facebook, Twitter and YouTube right as Jeter’s jersey retirement ceremony was dominating conversation on social media.

We targeted passionate Yankees’ fans first, knowing they would be looking for the right way to say goodbye to their hero. It took off from there - even the Yankees’ biggest rivals weren’t immune to the emotional impact. But we didn’t stop with our longform tribute — there was also a showing of our film in Yankees Stadium, a :30s TVC, a social response plan, and a digital billboard in the heart of Manhattan — Times Square.

“This Bud’s For 2” became a viral sensation, earning more than 27 million worldwide views and more than 56 million impressions, including a completion rate of 46 percent for the long-form story. Almost half of the people who saw it watched all 1 minute and 55 seconds of the film, almost unheard of in digital marketing.

The video didn’t just resonate with Yankee’s fans, but also their rivals, leading to the tribute garnering thousands of shares and a 47 percent earned rate, which is 3x the industry average. Reaction to the video was overwhelmingly positive, with a 99 percent positive sentiment by viewers.