Football fans are infamously superstitious, and many believe that certain lucky rituals can help their teams win.

That’s why at the beginning of the football season, Tostitos released “Lucky Bags” – 19 signature team bags infused with beloved team superstitions for fans everywhere. And to “prove” that these bags were lucky, Tostitos released a video for each bag showing how the bags were made “lucky” in the factory—getting slapped by lucky team towels, getting taught to sing lucky fight songs and even getting a pep-talk by a few of football’s biggest stars.

To “prove” that these 19 team bags were lucky, Tostitos released a video for each bag showing how the bags were made “lucky” in the factory. A Snapcode on the bags instantly directed fans to content that showed their team’s bag being infused with luck – by getting slapped with lucky towels, getting taught to sing lucky fight songs or even getting a pep-talk by a few of football’s biggest stars.

Commercial release: August 13, 2017

Location of distribution: 19 different markets across the US

Platforms content was placed: website, YouTube, Instagram, Facebook, native and programmatic

Our campaign beat every metric of previous team-bag campaigns, resulting in the sale of over a million bags, garnering over 6.5 million video views and earning over 500 million PR impressions. The bags sold so fast that we had to create special ones to be sold online. And Facebook said that this was one of the most successful partnerships in 2017.

And one of our lucky teams won their very first Super Bowl trophy in NFL history. Coincidence? You be the judge.

Since a football team plays only 16 games a season, every game becomes a must-win. When fans are deeply invested in their teams, they start to believe that they have the power to actually affect what goes on. That’s why fans are willing to perform any rituals to help their teams win.

Our audience was NFL fans looking for a game-day snack. Forty percent of them say they’re superstitious about their team, and 30 percent believe their game-day rituals can influence the outcome of a game (source: Ticketmaster survey, 2017).

During the 2017 NFL season, Tostitos supercharged its partnership with the NFL by adding value to its products with one simple ingredient: luck. We used specific NFL team rituals to infuse the bags with good luck.

Many brands partner with the NFL by simply sticking team logos on their products. As the official chip and dip of the NFL, Tostitos wanted to be different. For its team bags, it decided to go beyond that and add real value, fun and a story (not just a logo) to differentiate itself from other NFL sponsors.