Fox Sports drafted us to develop an original concept that could leverage fan enthusiasm for clever Super Bowl ads into a new opportunity for more advertisers to participate in the year’s biggest marketing event.
We noticed that during the 2012 Super Bowl, more than 33% of Americans watched a Super Bowl commercial before the Big Game. Combined, they watched over 400M commercials online. We wanted to turn those conversations into the Social Bowl, a platform and contest where any advertiser could participate and the fans could decide which ad should win a spot during the Super Bowl.
Another objective of the campaign was to provide advertisers with more information about the consumers watching and voting on their commercials. By having fans participate in the Social Bowl through their Facebook accounts, a rich collection of demographic data could be gleaned and analyzed — ultimately enhancing and fine-tuning the level of brand-to-fan communication that the Super Bowl facilitates like no other event.