- Created a March Madness NCAA Basketball Tournament promotion BIGS Sunflower Seeds to leverage the term “seeds”.
- The PR campaign offered one million free sunflower seeds to the college or university of a #16 seed if they defeated a #1 seeded team. The campaign was designed to drive traffic to the BIGS social media platforms.
- Retained former NCAA Basketball Champion Ed Pinckney of the 1985 Villanova “Cinderella” team to serve as the spokesperson for the program.
- Staged a media tour with Pinckney in order to discuss the potential upsets of the tourney with sports media outlets including more than a dozen sports talk radio stations.
