Hijack the Super Bowl

A Marketing Story by Secret Weapon Marketing about SoCal Honda Dealers

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SoCal Honda Dealers

Increase Brand Awareness

Challenge

How do you make a splash on the Super Bowl without buying an ad?

Solution

You call out other brands’ advertising clichés in their Super Bowl spots, and donate to Boys and Girls Clubs in Southern California for each one. The “Helpful Bowl” inserted SoCal Honda into the Super Bowl conversation without even having to buy an ad, and at the same time strengthened their helpful message. TROLL THE PRE-ROLL Since we knew that Super Bowl advertisers typically release their spots online in the week leading up to the game, we created 15 second pre-roll ads that ran in front of those ads. KEEP SCORE We also partnered with over 140 local pizza places to print scorecards on top of their boxes. That way anyone who ordered a pizza during Super Bowl Sunday would get a fun reminder about the Helpful Bowl.

Document Design

Video Production

Results

We ended up donating $302,138 for all the clichés and generated more than 11 million social impressions during the promotion.

11,000,000

Earned Media Impressions

Source: https://secretweapon.net/work/helpful-bowl

~65 Employees

$25,000 Min Budget

1 Stories

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Secret Weapon Marketing

Santa Monica, California

Secret Weapon Marketing is an independent ad agency in Santa Monica, California. We're unlike other agencies because we only take three clients at a time.

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