Backbone Media worked closely with the brand and agency partners to create a social platform for SmartWool that leveraged product trial and empowered SmartWool's Facebook fans to become brand advocates through the "Fan Field Tester" program.

Through a consumer-generated catalog called Fanalog, SmartWool fans shared stories, pictures and videos in a uniquely SmartWool way. The aggregated content was then fed into a custom-built 300x250 ad unit served across the web, displaying users' affinity for the brand.

The Fanalog experience and Fan Field tester program drove