Haberman helps United Way and NFL unveil Character Playbook at Super Bowl Experience

February 2018

The NFL and United Way partnership is the longest-running collaboration in history
between a major sports league and a nonprofit organization—a powerful vehicle for
change. When the Greater Twin Cities United Way asked Haberman to huddle up
and help bring to life Character Playbook for the Super Bowl Experience, we were all
in for strategy and creative.

The interactive booth we created was a 360⁰ virtual reality world called “It’s In Your
Hands” which engaged kids in making good decisions. Participating NFL players
included Stefon Diggs, Kyle Rudolph, Case Keenum, Adam Thielen, Everson Griffen,
Calais Campbell, Patrick Peterson and Demario Davis. Pixel Media and Street
Factory Media were our all-star production partners.

For every $10 donated to Character Playbook, Super Bowl Experience visitors had a
chance to win two tickets to the Super Bowl LII in Minneapolis through the
#UNITED2WIN sweepstakes.

Watch Minnesota Vikings wide receiver Stefon Diggs take it to the house.

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