By Charlie Laughtland
BDA blog editor

When Seattle Seahawks running back Marshawn Lynch steamrolled a half-dozen New Orleans Saints defenders en route to a 67-yard, game-clinching touchdown in Saturday's NFC Wildcard game, all he could see as he rumbled toward the end zone was towels.

Lots of towels.

Microsoft Bing called on BDA to come up with a powerful piece of branded merchandise that would engage and energize the NFL's loudest crowd—Seattle's "12th Man." BDA delivered a rally towel that helped create a frenzied atmosphere inside Qwest Field.

Those who watched the game on NBC had plenty of chances to catch the towels in action. Every time the cameras panned the crowd or zoomed in on a section of the sold-out stadium, viewers saw groups of Seahawks fans cheering with their "We Are 12" towels in hand.

It was precisely the impact that Bing was hoping to make in front of a nationally-televised audience on a Saturday afternoon, and the extra oomph Seahawks fans needed to make life even more difficult for the defending Super Bowl champs.

Nothing identifies a Seahawks fan more than the number "12." 

A massive blue flag with the number 12 flew above the Space Needle the entire week leading up to the game. Fans throughout the Pacific Northwest sport Seahawks jerseys with the number 12. The Seahawks organization officially retired the number 12 jersey several years ago, dedicating it to the fanbase.

For fans, a 12th Man towel represents their very identity. It lets them engage with their team at the game and gives them a priceless keepsake to cherish for years to come.

What more could Bing ask for?