Jet.com is always finding innovative new ways to save their customers money. Our idea was to find an innovative way to create a Super Bowl commercial without actually paying for one. So we created an online commercial for all of Jet’s super, bowls instead. It was a super “bowl” commercial.

Was talking about all of Jet’s super bowls a little weird? Yes. Were we really trying to sell bowls during the super bowl? Of course not… but that was kind of the point.

This was a targeted campaign focused on driving awareness of Jet.com and traffic to their site during Super Bowl weekend. We launched February 5, 2016 with placement on Facebook, YouTube and Twitter. Limited media dollars were spent to help drive interaction using promoted posts on Twitter and Facebook.

For a campaign nobody really meant to look for, we were found over 2.4 million times (combined views: YouTube, Twitter, Facebook).

Site traffic up 51%

+20 million Media Impressions

+139% Twitter brand mentions

Without having the reach of TV driving our organic growth, we should have had to pay more than other Super Bowl advertisers for our digital media buys. Instead, we paid less… on the most expensive advertising day of the year.

Other brands: $0.19/CPV

Jet.com: $0.11/CPV

(Compared to avg brand spend on Super Bowl Sunday).