In Buffalo, NY, nothing unites people quite like football. So as the Official Bank of the Buffalo Bills, M&T Bank is always looking for new and interesting ways to engage with their community of fans. In their second year of partnership with star wide-receiver, Stefon Diggs, we wanted to look for new ways to surprise and delight fans while also capturing branded content to share across social channels.

The stars of the campaign were a hidden camera piece, where we sent Stefon Diggs into an actual M&T Bank branch and secretly rolled on the reactions of customers via hidden camera. We also set up a special press conference – but this time the media wasn’t invited – just Bills Mafia’s biggest (little) fans.

Asking the hard-hitting questions like, “Do you believe in unicorns?” and “How often do you call your mom?”, kids got to see a softer side of Stefon, playing perfectly into our Football Brings us Together campaign. This was a particularly interesting tactic, given Diggs’ history of not participating in press conferences.

We also played into Diggs’ famous Family Feud appearance with our own take of Fan Feud. And played a game of community throw and catch, playing into his pre-game ritual with fans on gameday. All the content for the entire campaign – including 35 pieces of unique content – was recorded in a single 8-hour production day with a humble budget.