NEWCASTLE

Super Bowl Campaign: If We Made It

NEWCASTLE “IF WE MADE IT“ CASE STUDY

CAMPAIGN OVERVIEW

AGENCY: Droga5
PRODUCTION COMPANY: Caviar Digital
ROLE: Digital Producer
WEBSITE: ifwemadeit.com

Newcastle couldn’t afford a commercial spot for the Super Bowl, so they joined forces with New York agency Droga5. Droga5 mastered a plan to flip the conversation on the hype of Super Bowl marketing – a Mega Huge Website for a Mega Huge Football Game Ad They Couldn’t Afford!

Droga5 approached Caviar Digital in Los Angeles to create a microsite for the campaign they couldn’t afford. The site, IfWeMadeIt.com was a hub for teasers, trailers, focus groups and even “behind-the-scenes” footage featuring Anna Kendrick and Keyshawn Johnson for the Mega Huge commercial Newcastle would have made, if they could’ve. The site also featured a social media feed tracking #ifwemade, along with an Ad Replacer which allowed a user to select a living room to watch Newcastle’s Mega Huge commercial teaser.