Our client wanted a Super Bowl spot. We told them no. Instead, we made them promise that for every advertising cliché that appeared during any Super Bowl commercial, they would donate money to the Boys & Girls Clubs in Southern California. Sounds crazy, but they loved it. We ended up donating $302,138 for all the clichés and generated more than 11 million social impressions during the promotion.
Since we knew all the Super Bowl advertisers would release their spots online before the game, we created 15 second pre-roll ads that would run in front of their ads. Trolling Level: Expert.
We also partnered with over 140 local pizza chains to print our scorecards on top of their pizza boxes. That way anyone who ordered a pizza during Super Bowl Sunday would get a fun reminder about the Helpful Bowl.