Since its inception over a decade ago, college football has been synonymous with the Nissan Heisman House–the fictitious home of college football’s all-time greatest players. The campaign is beloved by millions of fans, but after so many years, it was in need of a refresh. So we used its long-running popularity to our advantage.

Turns out, fans have been tweeting their own unsolicited ideas about what should happen in the Heisman House for 10 years, but no one’s listened. We scoured thousands of tweets and surprised fans by using their ideas to inspire our entire campaign.