How do you encourage millions of people to vote for the best defensive playersof the past 50 years when you are restricted from showing the player's photographs? You create likenesses of each player and allow voters to create their lineup in an engaging, interactive online tool.

The bobbleheads were extremely popular and delivered one of the key ingredients to our recipe of digital success: content portability. Fans posted bobbleheads of their favorite players on their blogs, personal pages, Facebook, and Myspace to enourage others to vote for them. We even found the bobbleheads on newspaper and TV Web sites.