The Big Boom Hotline – Pro Bowl Stunt was driven by the idea that Pro Bowl voting could be transformed into an interactive fan experience built for how modern sports audiences engage. The campaign introduced a real, functioning phone hotline where fans could call in to hear custom messages from Green Bay Packers players and leave voicemails of their own, supported by platform-native social content across Instagram, TikTok, Facebook, and X. A custom microsite extended the experience digitally, creating a seamless connection between participation and Pro Bowl voting.
The goal was to increase fan engagement and drive Pro Bowl votes by creating an experience that felt personal, entertaining, and culturally relevant. Shortform content was designed to spark curiosity and sharing, while audio, humor, and player personality encouraged repeat interaction across social feeds. Each platform played a role in discovery and momentum, while the hotline and microsite provided a clear and intuitive path to action.
At its core, the campaign aimed to deepen fan connection by giving supporters direct access to players in a way that felt rewarding and memorable, while delivering measurable impact during the Pro Bowl voting window.
The Big Boom Hotline – Pro Bowl Stunt was brought to life through a tightly coordinated plan that blended creative storytelling, interactive technology, and platform-native execution. The approach centered on designing an experience that fans could actively step into, rather than passively consume, while maintaining a clear connection to Pro Bowl voting.
Execution began with the development of a fully operational phone hotline, a deliberately unexpected touchpoint in a digital-first campaign. Fans were invited to call a real phone number to hear custom-recorded messages from Green Bay Packers players and leave voicemails of their own, creating a two-way interaction that felt personal and memorable. To ensure accessibility and continuity, a custom microsite was built to mirror the hotline experience digitally, allowing fans to engage with the campaign and transition seamlessly toward voting.
Social platforms played a distinct role in bringing the experience to scale. Shortform content on Instagram and TikTok introduced the hotline through humor, audio, and repeatable formats that encouraged sharing and return engagement. Custom player jingles and lo-fi audio gave the campaign a recognizable sound that traveled naturally across feeds, while player-recorded messages showcased personality and authenticity in a way fans rarely experience with players. Each execution choice was designed to feel native to social culture, reinforcing participation rather than interruption.
One of the primary challenges was execution timing. Recording custom player audio required coordination during a playoff push, when schedules were limited and availability was unpredictable. Another challenge was designing a smooth conversion path from a phone-based interaction to an external voting process without breaking momentum. Both challenges were addressed through careful planning, tight creative alignment, and a simplified user flow that kept the experience intuitive and engaging.
What ultimately made the campaign unique was its ability to merge physical interaction, digital storytelling, and social distribution into a single, cohesive experience. By giving fans a tangible way to participate and hear directly from players, the campaign transformed Pro Bowl voting into a moment of connection and shared engagement, setting a new standard for how teams can activate fans during league moments.
The campaign delivered strong results against its objectives by translating social engagement into meaningful fan participation and measurable action. Across platforms, the content generated 11M total impressions and nearly 2M video views. While video represented only 15% of total content published, those posts significantly outperformed static assets, driving 2.8x higher engagement, 4.9x more comments, and 3.2x more shares, reinforcing the effectiveness of fan-first storytelling and audio-led creative.
Over the course of the activation, the hotline received 40.3K calls and generated 729 fan voicemails. Every participating player received more than 1K selections, with the top two players accounting for over 57% of total activity, signaling sustained interest and repeat interaction throughout the voting window.
During the 18-day Pro Bowl voting period, the microsite recorded 46.5K site views and more than 140K total event completions. Of the 14.6K unique visitors, 37% clicked through to vote directly on Packers.com, demonstrating a clear conversion from engagement to action. Traffic sources reflected high intent, with 74% of visits driven by direct links, followed by Instagram at 15% and Packers.com at 4%.
The campaign also drove audience growth during a key league moment. From November 27 - December 15, the Packers added 16.2K Instagram followers, a 107% increase compared to the prior period, while Facebook added 11.2K followers, representing a 112% increase.
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).
