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Super Bowl LVII, Fast Twitch: Unbelievable Energy

The Challenge—

Launch Gatorade’s new athletic energy drink, Fast Twitch, during the busiest media week of the year—-Super Bowl LVII. Lacking a multi-million dollar, big game commercial, we had to get clever with our approach. Not only did we have to make a splash at The Super Bowl but we needed to capture enough content to feed the internet’s curiosity all year long.

The Idea—

Build an invite-only experience in Phoenix on the week of the Super Bowl. This location would serve as an on-sight content capture machine where NFL icons, Influencers and a few lucky winners could experience Fast Twitch like never before.

We captured a year’s worth of content including two viral stunts featuring star NFL players JJ Watt and DK Metcalf, even working with some of the worlds most talented VFX artists to put a slightly unbelievable twist on DK Metcalf’s legendary one handed catch.

Our stunts generated 260 million impressions, 55 million video views, and earned 24.5 billion media impressions from over 200 outlets including Fox Sports, CBS Sports, NBC Sports, Barstool Sports, Bleacher Report, ESPNZone, and many others.

My Role—

Senior Designer

Awards & Recognition—

The One Show - Shortlisted
The Shorty Awards - Finalist

The Results—

295 Million impressions
78.5 Million organic video views across all platforms
Generated pre-Super Bowl hype with 8.67 Billion views on hashtag video views on Tiktok.
Grew Instagram following by 69%
Grew X (FKA Twitter) following by 59%
Grew Tiktok following by 97%
200+ Stories with over 24.5 Billion earned media impressions
104,820 bottles sampled at the Super Bowl.