• by Laurie Sullivan  @lauriesullivan, September 8, 2010

The NY Jets released a social video game in Facebook to feed the fans' love for football. The Ultimate Fan becomes the first NFL-backed game in the social network to generate revenue through virtual goods and product placement sponsorships. Fans have the ability to purchase virtual tailgate items, and team gifts through the Ultimate Fan experience.

Not a football simulator or a fantasy league game, Ultimate Fan, created and developed by Arkadium, allow fans to engage with the team online. Fans can predict game scores or passing yards, as well as hold a virtual tailgate party with others across the U.S. They also can choose their team affiliation and play up rivalries by channeling their armchair quarterback or superstitious natures.

The NY Jets made an effort to focus on social media about two years ago by writing down on paper the goals and hiring someone to support the plan. This year, Jets owner Woody Johnson became the first in the league to post on Twitter the team's picks during the draft, even before the commissioner read the names on TV, according to Matt Higgins, EVP of Business Operations for the NY Jets.

While players can't tweet Twitter messages during a game, Higgins says the team's managers encourage players to take part in the social media, so the interaction isn't contrived, and keep informed about Twitter, Facebook and other platforms that provide tools to communicate with fans.

"It's about pushing the medium without pushing the message," he says. "We see it similar to regular media. The mistakes are similar. Watch what you say and if you don't want it on the front page of a newspaper or a blog, don't say it. Don't reveal team secrets."

Social media became a great way to build the NY Jets brand and keep fans engaged. But it wouldn't be possible without a head coach that allows players to express their opinions, Higgins says. The league has changed its tune, too. About two and a half years ago, Higgins received a Cease and Desist letter from the league for having a Facebook page. The thinking kept all football-related NY Jets content under the thumb of the league.

Today, talking about Twitter and social media seems like 2008 to Higgins. "It's time to move on to virtual goods and product placement in Facebook games," he says. "Fans are use to interacting with players during a game in a real world environment. Take the real game and migrate it to the Facebook world."

Getting the game on the iPhone becomes the next challenge, Higgins says. It's more about providing fans with original content such as behind the scenes video footage fans can't find anywhere else.

It took Arkadium's game developers about 15 weeks to build, according to Jessica Rovello, the company's president and co-founder.

Ultimate Fan is being promoted through Facebook, media buy, emails, fan pages, as well as in the stadium, radio, television, mailers, and more.