XFINITY Sports teamed up with NFL legend Emmitt Smith to reimagine the sports-autograph experience with the first-ever live Twitter autograph session.
All fans had to do was tweet a message to @XFINITYSports using the hashtag #SignMyTweet for a chance to have the NFL Hall of Famer sign their tweet.
We simply printed out a giant version of their tweet, got Emmitt to autograph it and then mailed it to them.
This campaign produced unprecedented activity for XFINITY Sports. In just 24 hours, the initiative resulted in the following:
• Over 15 million total organic impressions
• An engagement rate of 8.5 percent (quite amazing for Twitter)
• 3,815 total uses of #SignMyTweet
• 400 autographs that were sent to lucky fans
• One marriage proposal
You can find more information about #SignMyTweet here
Released: December 2014