Basically, the campaign encourages junior high, high school and youth football leagues to upload clips of the best interceptions from their games. The idea is to recognize student athletes and the programs that they play for. Top rated interceptions garner cash awards and prizes for the players and their programs. Plus, UPS account holders can win prizes just by watching and rating.
As the UPS service enables account holders to "intercept" packages before delivery (e.g., you sent the wrong shipment), the tie in to football interceptions is a nice hook.
Equally so, the campaign spotlights how my company, vSocial, works with interactive agencies. In this case, we partnered with Creative Digital Group, UPS' agency, who was able to leverage vSocial's Campaign Solution to go from concept to launch in five weeks, including hooking into proprietary applications that CDG had created for UPS.
Here is an article on the campaign.