With the kickoff of NFL season officially underway (albeit not drama-free), it’s only appropriate that our catch of the week falls with the San Francisco 49ers.

In celebration of the 49ers’ new stadium namesake, Levi’s is giving fans an extra bang for their buck. Any fans wearing Levi’s throughout the season could win free drinks or get invited into the 501 Club, a 23,000-square-foot space above the stadium’s craft beer garden. As for any 49ers fans in NYC, fear not: Levi’s reps could also show up at Finnerty’s sports bar in the Big Apple to fly fans to San Francisco for the next home game…as long as they are wearing Levi’s.

Levi’s also has a 49ers collection, available for sale at the stadium, which could also expand to other teams in the NFL.

This collection and more will be highlighted through a social media program called Forty Viners, which will feature Vine videos on the stadium’s video board as well as online. These videos will highlight game days, upcoming games, behind-the-scenes views of road games and cities and will also reward fans who make the Forty Viners spotlight.

The entire campaign integrates social media, event activation, customized content and consumer engagement across multiple channels. What’s not to love?

Some of these Vines are highlighted below – check out more on the 49ers Vine account.