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Every first down in an NFL game has the chance to be a memorable moment. But this past Super Bowl Sunday, Xfinity proved that point in a big way, with their Xfinity Rewards 1st and 10Gs Sweepstakes. Any time there was a first and 10 in the big game, a sweepstakes entrant won $10,000. 

All told, over 765,000 people entered for the chance to win, and the brand gave away $340,000, with announcements that aired live on the brand’s Instagram Stories as soon as a team notched a first and 10. It was Xfinity’s largest entry-generating sweepstakes to date.

The brand’s agency partner, Goodby Silverstein & Partners, prepared for the game to be a potential record-setter. Over the course of one day, an in-house agency team shot more than 60 videos and two dozen stills with one actor playing a referee, announcing the news of a new first down in a myriad of funny and meme-like ways.  

“Our 1st and 10Gs Sweepstakes definitely gamified the Super Bowl in a whole new way for viewers,” said Dustin Hayes, vice president of brand marketing at Comcast. “We wanted to turn heads on the day and say thank you to our Rewards members in a way that felt big on one of the biggest, most entertaining days of the year.”

Added GS&P associate creative director Sean Smith, “On a day when most brands spend millions just to get an ad on during the game, we wanted to do something different. We wanted to put money that could have gone into the ad buy into the hands of rewards members, as a way to not just say thank you, but to turn the game into a rewards opportunity during every single possession.” 

Xfinity Rewards 1st and 10Gs Sweepstakes was open to the public. Customers simply had to sign up to be eligible at .