Fanatics leveraged NFL Draft picks to promote the sale of their new jersey minutes after their selection.

Fanatics wanted to use the power of digital athlete endorsements to build relationships with target customers during the 2015 NFL Draft. Their challenge was to determine how to ensure timely, accurate, and measurable athlete activations during this real-time event.

The company used opendorse to activate three athletes. Using the tags @Fanatics, @OfficialNFLShop, and the hashtag #NFLDraft, Draft selections shared brand-approved social posts promoting the sale of their new jersey just minutes after their selection, connecting with and boosting brand awareness among potential Fanatics customers.