To kick off the 2013 NFL season, Monster Media partnered with Arc World Wide, MediaVest and CBS Outdoor to create an engaging social experience in Times Square for Tide. The iconic Digital RoadBlock served as the canvas for this activation that featured five of the fiercest rivalries in the NFL. Fans were invited to join in and “sling mud” at their team’s rivals via Twitter utilizing specific hashtags. A video call-to-action prompted users to interact and then counted down the upcoming matchup. A four-minute Twitter battle ensued with the opposing team’s jerseys projected on the screens. As users tweeted for each team, animated mud was slung on both jerseys. Approved tweets were also displayed on screen for everyone to see. After the end of the battle, both team’s muddied jerseys are saved by Tide, the only detergent strong enough for the NFL.