Kia, a long-time Super Bowl advertiser, decided not to buy pricey Super Bowl media this year. Instead, we capitalized on an existing behavior, the game of ‘squares’ that 28 Million people play every year during the game by betting on the score at the end of every quarter.
We created an interactive mobile game within the big game that turned spectators directly into players. Utilizing real-time scores and data, when the score changed on the football field, it changed on our game to reflect the winning square for each quarter.
On a day full of brands competing for attention, we rewarded people for looking away from the game, generating buzz, talkability and participation.