Verizon was giving away two Super Bowl tickets for 3 years in a row. Our version of a three-peat. Most NFL players have never even been to a Super Bowl once, let alone 3x’s. So they jumped at the chance to convince customers to “Pick” them as their plus one. We launched with Eli, Mark (well before his trouble with the law), Reggie and Emmanuel. And to our surprise, other NFL players got in on the action in response, tagging our players, and trying to convince customers to take them instead.