Locked in a contentious contract dispute in the summer of 2017, Pittsburgh running back Le'Veon Bell took to Snapchat and Twitter to fill out a job application at a local DQ store. We sprang into action and invited Le'Veon for a tryout. A few days later, he was back in the store making treats for fans and living his DQ dream. The opportunistic campaign earned 205 million earned impressions and and a 991% increase in brand mentions. On top of that, Le'Veon got his new contract.