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Newcastle

Stealing the Super Bowl Spotlight

Overview

Newcastle’s No Bollocks campaign called B.S. and poked fun at the gimmicky, clichéd and often ridiculous tactics found in beer marketing. It offered consumers 100 percent transparency in a witty, self-deprecating tone: good beer without the bollocks. The effort in honest brand storytelling gained high praise in the marketing trades, but the brand needed to make a big splash to connect with consumers on a larger scale. So we took aim at the epicenter of marketing excess — Super Bowl advertising — without the permission or budget to be anywhere near the broadcast.

Approach

In partnership with creative firm Droga5, we developed a bold plan that would bring to life Newcastle’s humorous “No Bollocks” campaign around the Super Bowl, an event full of more marketing excess and clichés than any other.

  • Develop a fully integrated marketing program around a Super Bowl ad that didn’t exist
  • Incorporate relevant celebrities to break through the clutter
  • Leverage media, bloggers and influencers to build buzz
  • Drive social and digital conversations
  • Regularly roll out fresh content to sustain momentum
Approach

Digital Hub

Droga5’s trailers, teasers and behind-the-scenes videos expertly skewered stuffy Super Bowl traditions

Digital Hub

Sharable Content

The campaign’s showcase piece starred Academy Award nominee Anna Kendrick

Social Media

Social engagement throughout the campaign was off the charts

Social Media

Spokespeople

Anna Kendrick and Keyshawn Johnson – “stars” of the Super Bowl ad that would never be filmed – helped drive buzz within entertainment and sports circles

Spokespeople

Road To A Billion Impressions

  • We seeded the story with the advertising media, important influencers when it comes to identifying the hottest Super Bowl ads.
  • Adweek called the teaser “the best you’ll see all year”
  • A media day with Anna Kendrick and aggressive pitching led to widespread coverage
Road To A Billion Impressions

Entertainment & Pop Culture

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Entertainment & Pop Culture

Men's Interest

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Men's Interest

Sports

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Sports

Business & Marketing

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Business & Marketing

General Interest

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General Interest

Long-Lasting Coverage

Associated Press and other major media outlets covered the “If We Made It” program after the Super Bowl, maintaining huge buzz for another week

Long-Lasting Coverage
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Results

  • Earned 615 media stories totaling 1 billion media impressions
  • 10.4 million total video views
  • 1.4 million social media engagements
  • Newcastle and Anna Kendrick hit the top spot on Facebook’s list of trending topics (above the Super Bowl itself) and stayed there for two days
  • Newcastle saw 416% increase in buzz during this program, while Budweiser and Bud Light (the exclusive Super Bowl beer sponsor) saw 103% and 187% increases, respectively
  • Surveyed consumers’ intent to try Newcastle increased by 64% after the Super Bowl