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.

CAMPAIGN MICROSITE & AD REPLACER

Photo Courtesy: Caviar DigitalPhoto Courtesy: Caviar Digital

Age gate allowing access only to users who are 21+

Teaser above the fold

Teaser content expands upon play

Below the fold, is a collection of video content, social media feed, and Ad Replacer

The Ad Replacer’s living room selection

Watch the Mega Huge trailer in your selected living room

VIDEO ADS

MEGA HUGE COMMERCIAL “TEASER”

“BTS” WITH ANNA KENDRICK

AWARDS

cannes_lions_logo_3703

Cyber Lion | Web Campaign
Gold

Cyber Lion | Craft / Storytelling
Silver

Cyber Lion | Craft / Editorial
Silver

Cyber Lion | Social-Influencer / Celebrity / Blogger / Outreach
Silver

Cyber Lion | Social Video
Bronze

Integrated Branding / Integrated Branding Campaign
Interactive Bronze Pencil
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Social Media / Branded Social Campaign
Interactive Gold Pencil
More Info

Integrated Branding / Consumer Campaign
Advertising Silver Pencil
More Info

 Brand Transformation / Single
Advertising Bronze Pencil
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Non-Broadcast / Online
Advertising Merit Award
More Info

Andy-Award

2014 Integrated Award

Gold

2014 Social Award
Gold