2023 Super Bowl Digital Experience
Challenge:
Make NatureSweet part of the social conversation around Super Bowl without buying a TV spot.
Capitalizing on growing trends around gamification, we built a highly addictive finger football inspired game to engage users. We amplified into a 360 campaign with a promotion landing page and an influencer digital extension featuring branded kits.
This was the very 1st idea I had when crafting concepts for the campaign. We had a lot of other great ideas too, but everyone was magnetic to this concept and it was also achievable with our very tight timeline. All the elements in the game are photo real assets composited together. Because we didn't have time for 3D renders, setting up a custom shoot to capture assets seemed just right to allow us with full control.
Role: Creative Director
Agency: 270B
Project Type: Digital Campaign
Campaign Lockup
Results
In just 3 short weeks...
150K
80K
17M
1:17
Game Plays
Page Visits
Impressions
Across Social
Avg Engagement Time
Project Features:
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Integrated Campaign Ideation
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Creative Direction & Copywriting Foundation
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Web Design & Development
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Influencer Engagement
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Photography
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Print Design
Influencer Extension
Influencers were sent branded campaign kits. They included all items needed to play the game IRL including miniature football uprights and of course Cherub tomatoes along with some branded swag. Each influencer created their own version of the game with trick shots, speed challenges, and Football themed snacks.
Social Paid Media
Arizona Cardinals Quarterback, Trace McSorley