On Ideas led a grassroots effort uniting Jags fans against negative feedback relating to the sale of the team to new owner Shahid Khan, and the fear that their beloved hometown team was bound for Los Angeles. The initiative started with the @KhanYouDigIt Twitter account, which garnered 700 followers in two days, and finally crescendoed at the main event, a Monday Night Football game in which a national audience was witness to us handing out 20,000 mustaches in support of the new mustache sporting owner.
An official “Khan You Dig It”
t-shirt was created. 20,000 mustaches were passed out at the Monday Night Game, and the @KhanYouDigIt account consistently increased buzz throughout the initiative via Twitter. Posters and banners were hung near and in the stadium, creating even more word of mouth.
A website was developed to aid in spreading the social buzz around the announcement and gave fans a chance to purchase a t-shirt for the big nationally televised Monday Night game.
On Ideas incorporated the new owner’s signature mustache on a Jaguars logo and used it as part of the branded Twitter page. Within hours of posting the photo to @KhanYouDigIt, outlets including CNBC, ESPN, Fox Sports and CBS Sports posted it to their own accounts.
Our Twitter presence ignited a media firestorm. News anchors from every TV and radio station in town were given shirts and mustaches – which they wore on-air – and helped promote the movement through their newscasts, tweets and web articles.