The Big Game Silver Squad is a team of 80-year-old cheerleaders without enough savings to retire. They worked all Super Bowl Sunday, reacting to real-time events in the game, because we knew what happened on the field was talked about instantly online.

They hijacked the nation's second screens by live cheering every major play, pushing out over 30 hyper-reactive cheers and turning every big game moment into an E*TRADE moment, amplifying our retirement message for all three hours of the game.

We created the Silver Squad, a cheerleading group made up of 80-year-olds without enough savings to retire. We had them working live from the “85-yard line” during the Super Bowl, creating hyper-reactive cheers to the biggest game moments. This way, when second screens lit up to talk about the game, we became part of the online conversation.

By the end of the Super Bowl, we’d created over 30 unique cheers for Twitter. Whether it was touchdowns, field goals, bad calls, or other moments, the “Silver Squad” turned every big game moment into an E*TRADE moment and amplified our retirement message for the full three hours of the game.

The Silver Squad’s hard work clearly paid off. Over the course of the game, we garnered over 50M impressions, 10M video views, and 100K engagements with excited football fans across the country.