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Redwood BBDO sent the Super Bowl stratospheric with a social campaign that showed US advertisers that YouTube is “where the fans are”.  

Big Game moments

For YouTube Advertising the Super Bowl is a big moment – it’s a day when everyone is focused on the big game and even bigger ads. With less than two weeks until game day, their brief to us was simple – “go viral”. YouTube Advertising sits at the intersection of B2B and B2C, so we posited that for the Super Bowl they should act more like a consumer brand and join in the social conversation around the game. This would break new ground and move the brand from traditionally business-focused content to having a more relevant and engaging presence during a big cultural moment.

Kicking off a new approach

Within two weeks, we produced social-native content, from animated data viz to the “Bunny Bowl”, a tongue-in-cheek score predictor featuring rabbits, which tapped into the Big Game trend of predictions and picks. But the key to winning on Twitter was community management during Super Bowl Sunday by our team based in London, working live till 4am. We created finger-on-the-pulse proactive content that was designed to “win the Twitter bowl” on the night, among the wider media and entertainment community. We extended our social listening to ensure the brand was a part of the most important conversations and produced meme-aware, reactive tweets to capture share of voice with a media-savvy crowd.

Winning results

Our real-time reactiveness hooked in positive responses from big brands, sparking in-game social conversations with McDonald's, Mr Peanut, Ritz Crackers, T-Mobile and Doritos. By actively interacting with fans, talent, and brands on all the big game talking points, YouTube Advertising built a bigger platform for their brand-out content, driving views and engagement on both Twitter and LinkedIn, a critical channel for key decision makers. The mix of content and community management created a 5X uplift on all engagement metrics versus internal benchmarks and Twitter impressions alone saw a 1000% increase YOY.

Millions of viewers checked out Rihanna on YouTube at half-time

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