We created a fake online university that teaches people the ins and outs of the non game related aspects of fantasy football, such as talking smack on your friends, or finding more hours in the day to play (even if it means interrupting a fancy dinner). Hosted by comedian J.B. Smoove and featuring all star NFL players, we created dozens of videos teaching everything from proper branding strategies (rhyming is the key), to how to hide your fantasy play from your significant other (very large bowls of soup help), all with a comedic bent.

We pushed these videos out through a custom portal, our YouTube channel, as well as with tweets from our NFL stars to ensure maximum fan engagement. To round things out, our fake college offered real pop quizzes that offered Pro Bowl tickets to the best student.

The 2015 Lenovo Fantasy Online College campaign had high engagement with over 6.3MM video views, 60% YOY increase to the Lenovo content hub. Plus, consumers spent an average of 7+ minutes watching online video content.

Custom high impact media placements across SB Nation & the Fantasy Sports Enthusiasts audience drove nearly 19.12MM Impressions at a CTR of 5.81% and interaction rate of 24.32%.

The campaign ultimately delivered great business results as well with increased brand consideration +8ppts, brand engagements by 56% YOY and purchase intent for Lenovo products increased by 7.6ppt, making this year’s Lenovo NFL sponsorship the most successful yet.