The Red Sox held election for President of their huge fan base, called Red Sox Nation. What started out as simple fun and something of a joke ("Let's enter our dog!"), turned into a full-on campaign and a very successful one at that. Out of over 1,200 applicants, our dog made it through every round of voting and into the final election, before losing to Jerry Remy, the Red Sox color commentator.

Our campaign site got over 40,000 unique visitors in a month, and the campaign platform earned us a ton of free PR... and fans. All of this was accomplished without spending anything other than our time.

Big Pupi's application video:

Big Pupi's supporters (Sports Illustrated and Red Sox ownership among the group):

Big Pupi did well selling branded gear which his supporters proudly wore during Red Sox games (and could be seen on TV). The name got so popular we added a TM to it and actually had to contact Google to take down a faux Big Pupi site that sold faux Big Pupi gear.