NFL 100

Blue Studios helped concept, design, and execute a 360° campaign with NFL100 and Saquon Barkley. From TVC production to microsite creation and social rollouts, we led the creative on The Saquon Challenge—a viral quad-day workout that fused cultural relevance with interactive fan engagement. One lucky squad even became part of Madden NFL—marking a breakthrough moment in fan/athlete gamification.

To celebrate 100 years of the NFL, Blue Studios partnered with 160/90 and the NFL to launch a high-impact fan engagement campaign built around New York Giants star Saquon Barkley. Dubbed “The Saquon Challenge,” the campaign merged digital, broadcast, experiential, and gaming channels to create a once-in-a-lifetime opportunity for fans to train with Saquon—and potentially be immortalized in the Madden NFL video game.

The Challenge: Saquon introduced his own viral internet fitness challenge—The “Quad Squad Quad Challenge”—and dared fans to complete it in squads of four.

The Prize: A personal leg-day workout with Saquon at the Giants facility, plus a chance to be 3D scanned and added to Madden NFL as a permanent character.

Produced banner assets and contest launch visuals for Times Square & NFL stadiums

OLV TVC

EA rating adjuster

Social contest winner announcement

Over 1.5M video views within the first week of launch across NFL and Saquon’s channels.

• Thousands of challenge submissions using #NFL100Contest.

• The winning squad was 3D-scanned and featured as custom NPCs in the Madden franchise.

• Positive PR pickup across ESPN, Bleacher Report, and NFL.com.

• Drove deep fan engagement while bridging Saquon’s Gen Z digital fluency with NFL legacy storytelling.