In today’s digitally focused world, it’s not real if it’s not on the internet, which means a beautifully designed website can be the most powerful tool to get your message noticed. Our brief was to demonstrate that fact on and around the Super Bowl in order to drive Squarespace brand awareness.

Reports of UFOs visiting Earth have steadily moved from the fringes of culture to the mainstream, appearing on the front page of the New York Times and inspiring testimony in front of the US Congress. Despite this, there is very little public engagement with the story. Maybe it’s because appearing in the skies is no use when everyone is heads down in their devices. A much better way to break through is with a beautiful website, because in today’s world it’s not real if it’s not on the internet.

Our audience was the most mass one possible: the hundreds of millions of viewers of the Super Bowl. So we enlisted one of the most popular filmmakers in cinematic history: Martin Scorsese.

The campaign launched with a teaser film starring Martin Scorsese and his daughter Francesca, whom he enlists to help him create the website for the film. A few days later, we launched our :90 commercial and the aliens’ website, which featured bonus content, merch and an online course detailing UFO activity over the past fifty years. On Super Bowl Sunday, our :30 commercial ran on the game broadcast. We also created content specifically for social, including a series of movie posters for Instagram and real time responses from the aliens on Twitter.

The campaign was named one of the best of the Super Bowl by Vogue, Complex, the New York Times and other top-tier publications, earning over 420 pieces of unique coverage and over 3,500 syndicated pieces of coverage. On gameday, it drove over 300,000 visits to Squarespace.com and achieved a total of 409 million impressions.