In the last few weeks of December, the Baltimore Ravens wanted to connect with their fans as they geared up for a playoff run. To accomplish this, they teamed up with Under Armour to create free $10 electronic gift cards, as a holiday gift for their faithful supporters, redeemable at UA.com. The gift cards were distributed through the team's and brand's associated Twitter accounts, Facebook pages, and email distribution lists. Within an hour of distributing the cards, there were thousands of "likes", shares, and re-tweets through the company's and team's social media channels. Even better, through out the next 2 weeks, customer traffic was driven to UA.com for a significant ROI. Keeping the fans happy is what it's all about, especially on your way to an NFL Championship!