To honor Sidney Crosby of the Pittsburgh Penguins' 1000th career point, we proactively reached out to our client at Primanti Bros. and asked if launching a sandwich named in Crosby's honor was something they'd be interested in doing. They agreed immediately, and we came up with The Captain. 

All social creative was ready to go for whenever Crosby scored his 1000th point, it would launch on all Primanti Bros. social channels. And as soon as the puck crossed the goal line, it was pushed live on social and ready for sale in all Primanti Bros. restaurant locations.

It was immediately picked up by all Pittsburgh media outlets, the Canadian Press, and NBC Sports during the Stadium Series game in Pittsburgh a short time after.