On3 NIL called it "one of the funniest NIL deals to date." Sports Illustrated declared it "a must-watch." And thousands of Georgia and Tennessee fans rallied around their favorite college football players in the name of milk.

What makes milk nature's sports drink? It's packed with protein, and it can keep you hydrated. But which of these benefits matters most to what makes milk great? We put it to a vote.

First, we inked NIL deals with beloved collegiate athletes from rival teams and assigned them to Team Strength and Team Hydration respectively.

For our landing page: Eddie Moore's impeccable visualization of the competition.

Then, after drumming up hype on billboards in the cities they called home...

We invited fans through organic social media content to "milk" their voices heard on the athletes' Instagram pages—with hashtags we tracked on the official Milk Bowl 2023 website.

This screencap brought to you by the staggeringly photogenic Joe Milton.

Some of the team's favorite reactions from Georgia and Tennessee fans.

The pièce de résistance: two bespoke videos we scripted and shot in Athens and Knoxville. One of them even made it to broadcast—during the Georgia vs. Tennessee game on November 18th, 2023.

I would be remiss not to extend my gratitude and note that, while practically everyone at The Partnership played a part in bringing this campaign to life, I'm especially thankful for the contributions and expertise of Emily Kurek, Lindsay Muncy, CHOMP, our creative director Tyler Pierce—and, of course, our terrific partners at The Dairy Alliance.