MU Healthcare wanted to rethink their partnership with The University of Missouri and make a bigger play in the social space to connect with fans.  So we created The Kid Captain campaign.  At each Tiger home football game, we'd give a child patient at MU Healthcare the ultimate Tiger experience - meet the choice, participate in the walk of champions (greeting players as they entered the locker room), watching the game from the field and join the team for the coin toss as an honorary captain.  Content lived on a dedicated website and was distributed from Mizzou football social handles.