Through a 50/50 partnership with client Cellular South (now called C-Spire), we created a branded entertainment franchise about Mississippi high school football rivalries that included a 12 episode docu-drama series sold to Fox Sports, prime time regional live game events, online documentary shorts detailing the history of each rivalry, a surrounding advertising campaigns to promote the events, and exclusive merchandise for sale at the events. The franchise ran for five years, bringing a company with a 2 million person footprint into 85 million households.