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.

Each of our 10 TV films were inspired by an unsolicited fan tweet.

 We let fans decide our pre-roll content via Twitter polls.

 And we gave away 1/1 Heisman House memorabilia based on their ideas.

The Heisman players and ESPN teased out the 1/1 memorabilia on Instagram.

Nissan released the Heisman Drops on their Instagram stories, where the fastest fan to tap the link won the 1/1 item.

 Fans truly influenced everything, even becoming the face of Nissan as brand contributors on ESPN.

 Most importantly, we reignited the love for the Nissan Heisman House campaign, by making it a place not only built for the fans, but by them too.

The films combined got over 100MM+ views and 1MM+ total engagements, and Nissan saw a significant boost in brand awareness (+9.4%), consideration (+10.1%), and recommendation (+9.8%).