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Scale: Pre-game: online teasers, Twitter links with custom hashtags, pre-launch spots, YouTube pre-roll, and the Nirobot. During :60 second spot, real-time tweets with gifs from ads, surprise and delight, re-skinned.com Post-game: spots, sweeps, polling.

Integration: Campaign theme of #Smarterway was the glue for everything from teasers to online videos to gifs to tweets to sweeps to the custom chatbot. Every element, media type, and every technology used built on the theme that the hybrid Niro is a smarter way to go.

Results:

Reach:

68 units (estimated)

176.87 TRPs (estimated)

Engagement:

Website Link CTR since February 6th has settled at a strong 2.82% link click CTR.

Daily page engagement has shown a natural cooling trend after Super Bowl Sunday but shows an elevated resting volume at 2.3x what was seen before February 1st.

Post Super Bowl, there was a 62% increase in daily YouTube engagements compared to 2016

Won Ad Blitz on YouTube in addition to winning Ad Meter on USA Today

Niro is now leading all competitors by share of discrete positive sentiment at 22%

Sales:

Niro went on sale in January and has sold nearly 5000 units to date

Achievement against business targets:

USA Today Ad Meter was a proxy for successfully branding new nameplate. The Niro spot won the Ad Meter.