P&G Go #2 at Super Bowl LII
The Brief
Our client came to us with a big request: Help us find a way to make our suite of bathroom-cleaning products relevant to a Super Bowl audience that cares mainly about food, beer, and football. Oh, and do it on a very tight budget and timeline.
The Insight
The vast majority of Super Bowl party planning goes into the food, games, and decor (often being handled a week or more out from the big day), but products for pre-party prep, in-game emergencies, and post-party cleanup often gets overlooked and bought last-minute. That applies even more when focusing solely on the room that sees a lot of usage at a busy house party: the bathroom.
The Approach
Our answer was a grassroots campaign that featured a clever twist on the classic foam finger, a partnership with NFL Hall of Famer and Minnesota Vikings legend Jared Allen, and a call for football fans everywhere (but especially ones in host city Minneapolis) to Go #2. We made a guerrilla run at Radio Row, launched an organic social push (no pun intended?), and did a whole lot of work in not a lot of time.
The Results
Touchdown! The program saw big-time sales lifts for our products, great engagement across the board, and a slew of awards.
From Restrooms to Radio Row
For the first Super Bowl in Minneapolis in 26 years, we partnered with future Hall of Famer and beloved Minnesota Viking Jared Allen. Armed with a handful of our custom Go #2 foam fingers, he hit Radio Row and pushed our program on a wide variety of TV, radio, and online media outlets. The fans got in on the action, too, getting promotional gifts and coupons while they waited, helping to spread the word on a local level.
Smart Social, Big Impact
Amplifying initially on Jared Allen’s social media accounts, we were able to loop in fellow NFL icon Larry Fitzgerald, ESPN media personalities, and organic real-user growth to make an impact on a national and regional level. Paired with some nimble Amazon bundle activations and a supporting digital campaign, we helped our client soar past their benchmarks and see a significant sales lift as a Super Bowl party necessity.
Partners: Anne Macomber (creative direction), Cait Gamble (art direction)