Digital, Social & PR
LG was launching a SuperBowl spot for the first time, advertising the category-defining LG OLED Television. The digital, PR and social campaign components needed to help build up to the day of, and then convert that snowball of interest to drive to a web site.
The plan started months before the event. After meeting with Twitter, an exclusive deal was struck that utilized a combination of custom retargeting and twitter-poll cards that could integrate with content and then provide a traffic stream to a landing page.
A host of secretive, riddle-based posts had custom animated video graphics. Each built up to reveal who “the man from the future” was (Liam Neeson). All content retained an edgy, futuristic feeling of mystery and hinted at product benefits.
The TV spot (created by LG HQ in Seoul with Ridley Scott) was released, revealing who the Man From the Future is. For a week, momentum in social was maintained through a series of content-based animated posts and riddle-based sweeps.
The Big Day
During the game itself, a full team created and responded to as much brand banter as possible. There were also several promoted major tweets using card-based polls in Twitter that performed very well, and a flurry of custom animations.
The Results - Snowball
Once all of the engagement over the past month had accumulated, and there was a lot of eyeballs within the environment, a major push to web was promoted through twitter. Due to the retargeting, it held top-of-feed status. It drove the most traffic to a website from Twitter than any other campaign at the SuperBowl.