The Super Bowl social landscape is full of Brands trying to grab football fans attentions. In order for ADT to break through the clutter, my writer and I suggested they do something drastically different.
We looked at ADT as a brand, the medium they wanted us to use (Twitter) and the game at the center of it all. Since ADT's message is that they were against any form of robery, we decided to have them take a stand against interceptions. It's absurd, and just the type of thing that would grab attention on Twitter.
When the first interception of the game occured on wide receiver Ty Hill (or whoever it ended up being), we would have started tweeting like a brand possessed. This 40+ tweet rant included call outs to other brands, celebrities and was meant to be as ridiculous as the premise suggests. All in the name of owning a part of Super Bowl Sunday in a way no brand has still ever done.
Agency: Bear in the Hall
Sr. Art Director: Me
Sr. Copywriter: Craig Lederman
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