Packers Big Boom Hotline campaign

ABOUT THIS ENTRY

The Big Boom Hotline – Pro Bowl Stunt transformed Pro Bowl voting into an interactive fan experience by giving fans a real phone number to call and hear custom messages directly from Green Bay Packers players, supported by social-first content across platforms. By combining short-form video, audio, and real-world interaction, the campaign drove measurable fan participation and helped Packers players finish in the top 10 across nearly every position group, proving the power of platform-native ideas to influence real-world results.

How does this represent "Excellence in Engagement"?

This work represents “Excellence in Engagement” by expanding how fans can meaningfully participate in moments that matter. The Big Boom Hotline extended engagement beyond traditional social interaction by introducing a real, functional phone experience that invited fans to actively listen, respond, and return. The novelty of hearing directly from players, paired with humor and audio-driven storytelling, encouraged organic sharing and repeat participation, driving millions of impressions and views beyond the team’s owned audience.

The campaign set a new benchmark by proving that engagement can be deep, participatory, and measurable without relying solely on on-platform mechanics. Fans did not just react to content; they called in, left voicemails, and contributed their voices to the experience, creating a loop of discovery, participation, and action that sustained momentum throughout the Pro Bowl voting window.

The concept’s impact extended into broader sports culture, earning national and regional media coverage that reinforced its originality and relevance. Coverage from Yahoo Sports (https://sports.yahoo.com/articles/packers-big-boom-hotline-encourages-205451588.html) and the Milwaukee Journal Sentinel (https://www.jsonline.com/story/sports/nfl/packers/2025/12/08/packers-new-big-boom-hotline-encourages-votes-for-pro-bowl/87675276007/) amplified the idea beyond team channels, demonstrating how fan engagement can influence conversation, participation, and perception at scale.

Objective

The objective of the Big Boom Hotline – Pro Bowl Stunt was to increase Pro Bowl votes by turning the act of voting into an experience fans wanted to participate in. The campaign focused on creating a direct connection between fans and players through a real phone hotline, supported by social-first content designed for repeat engagement and sharing.

Audio, humor, and participation were central to the objective, allowing fans to hear custom player messages and contribute their own voices to the experience. By extending the interaction through a voting-focused microsite, the objective was to convert fan engagement into measurable action during the Pro Bowl voting window.

At its core, the goal was to reward fan loyalty with a memorable, player-driven interaction that felt personal and culturally relevant, while delivering tangible voting results for the team.

To support review of the full experience, judges may access the campaign microsite at https://772BigBoom.com using the provided credentials (username: probowl, password: 772bigboom).

Strategy & Execution

The strategy was built around giving fans an experience that felt participatory, personal, and easy to engage with across platforms. At the center was a live phone hotline that allowed fans to call in, hear recorded messages from Green Bay Packers players, and leave voicemails of their own, creating a direct and memorable connection. A custom microsite extended that interaction digitally, mirroring the hotline experience while guiding fans toward Pro Bowl voting.

Execution focused on encouraging action rather than passive consumption. Fans actively called a real phone number, listened to player audio, and contributed their own voices, making participation a core part of the experience. The microsite ensured the interaction remained accessible and intuitive while keeping voting front and center.

Creative execution leaned into formats familiar to social audiences, particularly on TikTok and Instagram. Custom player jingles and lo-fi audio carried the campaign’s identity across feeds, while player-recorded messages showcased personality in a way fans rarely experience. Social content served as the entry point, directing fans to the hotline or microsite and sustaining engagement throughout the voting window.

Organizations

• • STN Digital
  • Green Bay Packers

Featured

• Jordan Love

• Micah Parsons
• Josh Jacobs
• Rashan Gary
• Daniel Whelan
• Xavier McKinney
• Zach Tom
• Quay Walker
• Keisean Nixon
• Edgerrin Cooper

Credits

Duke Bobber
Assistant Director of Digital & Social Media
Green Bay Packers

Renae Gabriel
Manager of Social Media
Green Bay Packers

Jennifer Ward
Senior Digital Platforms Coordinator
Green Bay Packers

Lauren Anderson
Digital & Social Creative Coordinator
Green Bay Packers

Nicole Timm
Digital Platforms Coordinator
Green Bay Packers

Jack Calsin
Social Media Coordinator
Green Bay Packers

Matthew Donley
Social Media Content Coordinator
Green Bay Packers

Mike Spofford
Editor
Green Bay Packers

Wes Hodkiewicz
Senior Writer
Green Bay Packers

Sam De La Paz
Social Media Intern
Green Bay Packers

Carson Denley
Digital Platforms Intern
Green Bay Packers

Ellie Culver
Social Media Intern
Green Bay Packers

David Brickley
CEO/Founder
STN Digital

Zach Goins
Social Lead
STN Digital

Kelsey Spadaro
Account Supervisor
STN Digital

Lily Di Silvestro
Senior Creative Project Manager
STN Digital

Maddy Hatfield
Associate Creative Director
STN Digital

Katie Orchard
Sr. Creative Producer
STN Digital

Devin Kane
Social Media Manager
STN Digital

Robert Felizardo
Art Director
STN Digital