When EA wanted to reward players for achieving 99 Club status, they wanted to do it in a special way. Inspired by the format of engaging unboxing videos, Omaha Brand Studio developed custom gifts to send to each player – a gold putter for Patrick Mahomes, a podcast mic for Travis Kelce, diamond chain for Tyreek Hill, boombox for Trent Williams, and a framed poster for their cover athlete Christian McCaffrey. The result was a campaign that tapped into talent in an organic way and resonated across social.