Mars Candy Call It at Super Bowl LV
The Brief
Mars was looking for an impactful program for Super Bowl LV. That’s it. That’s the brief.
The Approach
This was a fun one. Seizing upon the emerging trend of prop bets, we crafted an immersive game-within-the-Big-Game featuring multiple betting categories—everything from stat-based picks for football fans to choices around commercials, the broadcast, the halftime show, and the wild card possibilities for casual partygoers. Working with a stellar production team, we crafted unique, branded prizes and a fun interface for a campaign that (super) bowled over client expectations.
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So Many Ways to Play
Wanting to attract as wide a range of fans as possible, we created 50+ total picks in six different categories: commercials, in-game, broadcast, commercials, halftime show, wild card, and the Super Bowl matchup—each pick having a corresponding fun prize.
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That Winning Feeling
With the help of our production team, we collected an impressive range of prize options, including game tickets, electronics, NFL merch, and specially created branded gear to help drive program engagement.
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Party Plus-Ups
Elevating the role of our Mars products at Super Bowl watch parties, we created a series of recipe videos, decor shortcuts, and game ideas.
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Teamwork Made the Dream Work
The aspect I’m most proud of with this project is how quickly we created it from scratch after a long-sold-in initial idea had to be scrapped due to forces outside of our control. In just a few months, this all come together, from conception to implementation.
