The Boost Mobile Shuffle is a fully integrated campaign, remaking the iconic 1985 Chicago Bears’ Super Bowl Shuffle. 25 years after that seminal moment we brought back the original Bears, put comedy geniuses Tim and Eric at the helm, broke out the cowbell and built a campaign that spanned social media and print, earned media and a 30 second Super Bowl spot.

The campaign was launched in the weeks leading up to Super Bowl XLIV. First, on-line through Twitter and Facebook, then 15 second, national teasers put our old players back in the spotlight. Print and earned media built the conversation to a fever pitch in the final week. On game day, the spot drove viewers to our microsite where a long form version, a love ballad by a punter, and interactive elements awaited. Those elements included personalised in-game calls by Hall of Fame linebacker Mike Singletary, ebay auctions, ringtones and Jim McMahon’s Twitter account, based on the original, ‘85 social media device, his white headband.

The results were astounding, more than 300 million media impressions were made, totaling $2.1 million in value. Our client felt the spot paid for itself before it even aired and new consumers, unfamiliar with the brand, were brought into the conversation. In the days after the game over a million people went on-line to watch 50 year-old men thrust their hips, a success by any measure.