It’s no secret that selling a home is really hard – costly home improvements, listing, staging, open houses, inspections – and still NO guarantee that you’ll get an offer.

Opendoor was on a mission to change all that. A digital platform that takes all the complexity and uncertainty out of selling, making it seamless and entirely online. What’s not to love?

But there were a couple of problems: 1. Sellers were defaulting to the only way they knew to sell - through an agent.Not enough homeowners even knew that Opendoor existed. 2. Even among those who were aware of Opendoor, consideration was still quite low. Truth be told, selling the Open Door way seemed almost too easy, like there had to be a catch. We needed to disrupt the skepticism.

We had 3 clear objectives:

Improve awareness

Increase consideration

Get people to go on Opendoor.com to get an offer

We had to convince homeowners that selling a home on Opendoor was actually exactly as easy as it looked. There was no catch. AND we needed to do it in a way that would get unprecedented attention.

So we decided to do a live product demo on the world’s biggest stage.

Our idea was audacious: Broadcast a real homeowner, selling a real home, in real time during Super Bowl Halftime.

And to really put our money where our mouth is, we picked one of the toughest cities in the US to sell a home right now - Atlanta.

The Super Bowl was the perfect time and stage for this stunt. In the world of real estate, it is considered the unofficial start of homeselling season. It was also a great media moment to get potential homeowners attention.

The campaign roll out had 3 phases:

Pre Game: Seed how easy it is to get an offer with Opendoor.

The goal of PR in this phase was to pique curiosity about the halftime showing ahead of game day. This phase was supported with online video, social and local OOH.

In Game: Live stream a real family doing a showing during Super Bowl Halftime.

In addition to the live stream on YouTube, teams were monitoring opportunities for real time response for social and earned.

Post Game: Continue the conversation and encourage others to get started at Opendoor.com

On social we posted clips of the live footage, and amplified the results with the help of PR partners.

While only a small local Super Bowl buy our goal was to leverage the power of social and PR to drive scale nationally and get media attention beyond Atlanta.

We did not have the money to do a national TV buy, so we focused our attention on a local Super Bowl buy in Atlanta - one of the toughest cities to sell a home right now.

The campaign roll out had 3 phases:

Pre Game: Seed how easy it is to get an offer with Opendoor.

The goal during this phase was to pique curiosity about the halftime showing ahead of game day. This phase was supported with online video, social and local OOH.

In Game: Live stream a real family doing a showing during Super Bowl Halftime.

In addition to the live stream on YouTube, teams were monitoring opportunities for real time response for social and earned.

Post Game:Continue the conversation and encourage others to get started at Opendoor.com

On social we posted clips of the live footage, and amplified the results with the help of PR

Awareness hit an all time high

The campaign drove a 8% lift in brand awareness nationally beating all benchmarks from previous campaigns with similar spend.

From an earned perspective the campaign gained half a billion earned impressions.

Adding up to $6.9M worth of free exposure - media exposure equivalent to the $7Million we did NOT spend on a national Superfowl spot

Consideration increased dramatically.

We saw a big jump in post campaign consideration in Atlanta from 67% to 84%.

Response rate to the campaign was positive - there was 10X increase in search-interest and 2X increase in engagement rates.

Business Impact

88% increase in site visits in Atlanta - Every new visit to the site also became a new lead for the brand

We also saw a whopping 31% increase in offers in Atlanta.