Background & Challenge

Gen Z will decide the fate of the category, and competitors have 10x the media spend. Our brief: steal attention at the biggest game - the Super Bowl.

Insight

Gen Z are sports fans, but they watch it on their terms.

Strategy

Hijack the Super Bowl - Hype up Gen Z fans leading into the game.

Idea

Create a game within Game Day: Intercept Gen Z’s attention with a fan-first experience with iconic influencers and invite participation in real-time.

Results

• 80M impressions

• +11 points in ad-recall