To increase their brand recognition, we intercepted the biggest conversation in the NFL – Deflategate – and placed JBL firmly at the center. Since everyone had a theory about the cause but no one had a solution, we theorized that a Cord Fail caused the entire scandal and could have been avoided with wireless headphones.

We put all our media behind the first four Patriots games of the season, when Tom Brady was banned and we knew conversation would be at its peak.

We also invested in paid advertising on YouTube, Twitter, Facebook and Instagram around the first four NFL weekends (not just Patriots games).

Within 24 hours, the ad enjoyed over a million Youtube views with nearly 12 million views across Facebook, Instagram, YouTube and Twitter, in total. It was already the single most viewed piece of JBL online content within 36 hours of its launch. In addition, engagement rates outperformed industry benchmarks across all platforms. On Instagram, for example, the ad’s engagement rate was 33% above average.

It was discussed in sports media outlets and comment sections, which gave rise to 10% of online views from organic shares.