He's the Most Interesting Man in the World, but is he relevant to college football fans? Maybe not. The solution: give him a comedic foil (Rob Riggle) and a campaign that makes fans a part of the story.
Other celebs, like ESPN personality Jesse Palmer (also a former Bachelor, but we don't talk about that), helped us spread the word.
Whew, that's a lot of content. And I didn't even include the gifs.
Anyway, with more than 3,000 submissions from fans, we narrowed the search to two finalists.
Finally, we announced the winner and unveiled the statue at the College Football Hall of Fame in Atlanta.