For one of college football’s longest running rivalries, Facebook set out to elevate the game day experience with a destination for connection.

The University of Washington Huskies and the University of Oregon Ducks deliver Pacific Northwest pride at full volume, and Brand New School lined up for the play with a visual presence that mirrors the rivalry’s scale, emotion and bragging rights. It is part of a larger rivalry push that continues with the century old Egg Bowl between Ole Miss and Mississippi State where tradition runs deep and every fan shows up ready to claim the year.

At Facebook FANZONE fan energy took center stage across the stadium tailgate and the Jumbotrons with content built for the roar of game day. A roaming reporter pulled commentary from the online world directly into the live action with Commentators Commenting on Comments turning passion from the feed into something fans could see and feel together in real time. These activations show how a thoughtful presence can amplify tradition and fan pride in a whole new way and Brand New School is proud to shape how that connection takes the field.

If you weren't there to experience it firsthand you can still see a peek at how it showed up here and here.