Give America a wake-up call by showing people forced to work into their 80s because they don’t have enough money to retire.

This included a Super Bowl spot featuring 85-year-old lifeguards, surgeons, and even grandma DJs trying to do their jobs well past their prime, when they should be retired and playing bingo.

We then continued the idea online with the Silver Squad, a cheerleading group made up of 80-year-olds without enough savings to retire. We had them working live from the “85-yard line” during the Super Bowl, creating hyper-reactive cheers to the biggest game moments. This way, when second screens lit up to talk about the game, we became part of the online conversation.

To complement E*TRADE’s Super Bowl spot showing people working well into their golden years, we also created the Silver Squad, a cheerleading group made up of 80-year-olds without enough savings to retire. We had them working live from the “85-yard line” during the Super Bowl, creating hyper-reactive cheers to the biggest game moments. This way, whenever second screens lit up to talk about the game, we became part of the online conversation.

By the end of the Super Bowl, we’d created over 30 unique cheers for Twitter. Whether it was touchdowns, field goals, bad calls, or other moments, the Silver Squad turned every big game moment into an E*TRADE moment and amplified our retirement message for the full three hours of the game.

After not having been present in the Super Bowl for five years, E*TRADE’s fully integrated return to the big game made a big splash. Our broadcast spot and its digital executions, coupled with the “Still Workin’ Crew” activations online, had a significant and immediate impact on the brand.

The day after the game, when most people are recovering from festivities, E*TRADE experienced over 1 million site visits (a 64% increase over the previous Monday). What’s more, of the 8,179 social reactions we received, 6,928 were on the day itself.

Chatter around the brand was massive; we were retweeted by verified influencers to a following of over 1.5 million and were being given shout-outs by high-profile media personalities like Whoopi Goldberg on The View. The effort garnered over 956.7 million earned impressions.