Brief: The Super Bowl is one of the most watched programs annually with an average of 100M+ viewers. Groupon has tasked us with reintroducing and reaffirming them as the experience pros, while leveraging the massive audience that the experience of the Super Bowl garners.
Solution: While actually attending the Super Bowl would've been one of the ultimate experiences, unfortunately that was out of scope for the budget of most Groupon users—instead, we arrived at the next best thing. Through strategic art direction and by leveraging the aura and notoriety that comes with the Gronkowski clan of party animals, we created a sweepstakes that allowed Groupon users to win an opportunity to hang with Rob and his family at his modest Massachusetts mansion which we equipped with countless extra Groupon experiences like beer tasting via an ice luge, backyard mini-golf and an indoor bouncy house.
To promote the sweepstakes, I directed the developed of a series of whimsical, high energy campaign assets starring Rob Gronkowski and his brothers to push the narrative of this big game party being bigger than Rob probably anticipates. Through engaging :30s and :15s OLV's alongside scroll-stopping static images all linked with app downloads being the requirement to enter the sweepstakes, this campaign resulted in a blowout of impressions, engagement and app downloads; securing the win for team Groupon.
To promote the sweepstakes, I directed the developed of a series of whimsical, high energy campaign assets starring Rob Gronkowski and his brothers to push the narrative of this big game party being bigger than Rob probably anticipates. Through engaging :30s and :15s OLV's alongside scroll-stopping static images all linked with app downloads being the requirement to enter the sweepstakes, this campaign resulted in a blowout of impressions, engagement and app downloads; securing the win for team Groupon.
