TCL – the official TV partner of the NFL – tasked The Brand Amp with elevating its “Inspire Greatness” tagline in the lead-up to Super Bowl LIX in New Orleans. Through in-depth research and vetting, the team identified Eagles star wide receiver DeVonta Smith, a Louisiana native with a powerful story centered on a childhood mentor who inspired greatness in him. The fully integrated, high-impact campaign kicked off with the Influencer team sourcing DeVonta and coordinating the delivery of a heartfelt video message to his mentor. From there, the Content team arranged a video shoot to capture the delivery and install of a 98” TCL TV at the mentor’s home so he could watch DeVonta on football’s biggest stage. The engaging content was then pushed live via a collaborative Instagram Reel between DeVonta and TCL ahead of the big game. The PR team then amplified the “Inspire Greatness” narrative through earned media, leveraging DeVonta’s mentor as a spokesperson to secure national and regional feature stories in Philadelphia, Alabama, Tampa and Baton Rouge to generate feel-good brand buzz.