HIJACK THE SUPER BOWL

How do you make a splash on the Super Bowl without buying an ad? You call out other brands’ advertising clichés in their Super Bowl spots, and donate to Boys and Girls Clubs in Southern California for each one. The “Helpful Bowl” inserted SoCal Honda into the Super Bowl conversation without even having to buy an ad, and at the same time strengthened their helpful message.

We ended up donating $302,138 for all the clichés and generated more than 11 million social impressions during the promotion.

TROLL THE PRE-ROLL

Since we knew that Super Bowl advertisers typically release their spots online in the week leading up to the game, we created 15 second pre-roll ads that ran in front of those ads.

KEEP SCORE

We also partnered with over 140 local pizza places to print scorecards on top of their boxes. That way anyone who ordered a pizza during Super Bowl Sunday would get a fun reminder about the Helpful Bowl.