THE ASK
Hijack the Super Bowl.  Make a memorable moment during the big game, but spend as little as possible.

THE REAL ASK
Go viral. 

 

we knew we needed an INTERESTING nugget to GRAB people's attention


 

LEARNINGS ABOUT FOOTBALL FANDOM
114 million viewers tune into the Super Bowl.  Among them, there's a spectrum of fandom:

 
 

Art Direction: Alex McClelland

 
 
 

LEARNINGS ABOUT ALL FANS

LEARNINGS ABOUT LOSING FANS

 
 
  • Regardless of how invested of a fan they are, everyone picks a side to root for during the Super Bowl.
  • Most fans cheer on a team they don't care about, simply because their favorite team didn't make it to the Super Bowl.
  • Losing fans root for whichever team they hate the least.  No team can replace their #1.
  • Almost all the fans we talked to were "losers" and had watched their favorite team get eliminated weeks ago.
 
 

We dug deeper into losing fandom with some hard-hitting research:

 
 
 
 

WE REALIZED SOMETHING SIMPLE:

There are 32 teams, but only 1 wins the Super Bowl.
That means there are 31 losing teams and 31 sets of losing fans.
There are way more losers than winners, and nobody's talking to them.

 
 
 

TARGET

Losing fans

Likely an avid or casual fan who is more invested in the game

  • They act tough, but they're bummed their team is out and have trouble coping with their fate.
  • They're more bummed they get left out of the fun game day conversations: the ads, the social chatter, the memes, etc.

STRATEGY

CONSOLE THE LOSERS

 

  • Winning fans get to have all the fun, but most viewers are losers.
  • We have an opportunity to make the losers feel better about their fate by starting a new conversation, with them as the audience.