Fantasy football is a multi-billion dollar industry with massive market players and huge media budgets. But they all speak in the same voice. It’s all promises of glory, victory, and championships. But most of us in the fantasy football world are just trying to avoid the shame, embarrassment (and creative punishments) of last place. By leveraging this universal truth, The Athletic was able speak to its audience in a voice that stood out in a crowded environment. We found losers in their natural habitat and pulled them out of the dregs of last place with coaching sessions, free subscriptions, and added motivation in the form of a multimedia punishment threat that landed folks in the middle of Times Square and the Vegas Strip. It’s all in good fun and all about stealing attention away from the bigger brands in the space.