The Taylor Swift Experience

ONE MINUTE, BIG IMPACT: HOW DIAGEO TURNED RESPONSIBILITY INTO PLAY

With Catapult leading the creative and production strategy, and The Go Game facilitating the activation on-site, the result of this experience fully engaged the fans without feeling like a lecture. Diageo wanted to show that celebrating responsibly could be fun, memorable, and part of the game day experience. Partnering with Mothers Against Drunk Driving and the NFL, the goal was to help fans understand that taking just a minute to plan ahead is one of the smartest plays they can make.

At the 1 Minute Game Show booth, fans tested their speed and strategy in high-energy football trivia. Each challenge gave participants only one minute to memorize, plan, and act. Winners earned a spin on the prize wheel, with NFL Shop gift cards ranging from five to one hundred dollars. The games were fast, fun, and competitive, but the real highlight was the lesson behind them. Every minute of play reminded fans that a small moment of planning can have a big impact on safety and the people around them.

The Go Game managed design and execution on the ground to make sure the experience ran smoothly and stayed engaging. Fans could participate at their own pace, enjoy friendly competition, and pick up the lesson along the way. Programs like Take a Minute. Make a Plan., Wrong Side of the Road, and MADD and WRAP SoberRide were seamlessly integrated into the experience, reinforcing Diageo’s broader mission.

Catapult’s leadership as the creative and production agency ensured the activation reflected Diageo’s brand, connected with NFL fans, and delivered on the campaign’s goals. Their vision shaped the booth, branding, and overall flow, making the experience as polished as it was playful.

The activation delivered more than smiles and prizes. Fans left with a tangible reminder that responsible choices make celebrations better for everyone. At the same time, Diageo strengthened its visibility as a leader in responsible drinking and workforce development, showing how the NFL partnership tied into its Society 2030 goals.

The 1 Minute Game Show proved that responsibility doesn't have to be serious to matter. With Catapult driving the creative and production strategy, and The Go Game orchestrating the on-site experience, Diageo turned a simple message into something approachable, interactive, and memorable. Fans walked away with a story to tell, a prize in hand, and the reminder that taking a minute to plan ahead is always a winning play!