To become part of the conversation, we had to take a position, but in a way that stayed true to the brand. We communicated our position in Red Stripe brand’s characteristically lighthearted and happy manner, through the “official” Red Stripe referees making calls on everything from the VW situation to other Super Bowl activities, like the Beyoncé halftime show and the art of nacho eating. The spots were released strategically throughout the weekend and were timed to coincide with actual events. To extend the reach of our message, we successfully hijacked trending hashtags and added sponsored Tweets and Facebook posts.

In six days we: concepted, scripted, cast, filmed, edited, launched, made real-time commentary, and enabled strategic media support to deliver a focused brand campaign driving:

7.3 million impressions.

103,000 views on YouTube (85% full views).

44,000 people talking about the brand on Facebook.

35,400 incremental “Likes” on Facebook (a 5% increase).

965% increase in “engaged” Facebook Fans.

547 new Twitter followers (23.7% increase).

#3 ranking of Top Ten Media Moments of the Super Bowl (and one of only two Top Ten that did not air a commercial) – Media Bistro.

Not bad for a week’s work.