The holidays can be a stressful time of year for anyone, but to football fans, even more so. With games on almost every day, the last thing you want is to be stuck in line at the shopping mall or unable to escape the in-laws, causing you to miss that epic play. So we created Footballica, the holiday to escape the holidays. In other words, a 30-day football-watching, wing-eating, beer-drinking celebration, with B-Dubs® at the helm. Similar to an advent calendar, every day of the Footballica celebration brought new and exciting engagements for fans. We created a website using responsive design to cater the experience to the different needs of users (i.e., desktop, iPad, iPhone, even Facebook tab). We also leveraged social media, bringing the celebration to Facebook and Twitter through Footballica-themed questions/comments and a promoted trend, #Footballica. A $50 gift certificate was given away each day, with a final $250 gift card thanking our fans for being a part of the Footballica festivities.