When the Cincinnati Bengals went from worst to almost first, Empower’s proprietary CultureTap tool was called in by city leaders to help Cincy take center stage during the Big Game.

With a shiny new hashtag at the ready, we identified trending posts on social media and created fresh copy for local influencers—from sports fanatics to elected officials—to re-share and amplify. It was a true love fest for one of the NFL’s most consistent underdogs and one of the country’s most underrated cities.

#WhoDeyCincy marked a new day, and new Dey, for Bengals fans across the nation.