4 days before kick-off, world-renowned street artist Mark Paul Deren, aka, Madsteez begins work on a 30’ x 70’ interactive mural at Trinity Groves, located in the Dallas arts district. Through the combined use of Twitter and Wayin, fans of each team are given the opportunity to vote on what should be painted next. Over the course of the next 100 hours, fans vote and Madsteez responds. He works frantically to keep up with the feedback, painting over 16 hours per day. The polls are voted on by over 27K unique voters who cast 35K ballots for a 12.2% engagement rate on Twitter. Mark continued to paint through the final whistle, with the last strokes showing an Ohio State player raising a hand in victory wearing the celebratory championship licensed fan gear. When fans are arriving at the Dallas airport and asking Taxis to take them to the Nike Football mural, you can safely say you’ve had success in both social and real world action.