To amplify the launch of A Nation’s Call during Super Bowl LII, we capitalized on key in-game opportunities to juxtapose moments on the playing field with moments on the battlefield. Instead of competing with commercials, we took to Twitter before and during the game to take advantage of known 2nd screen behaviors to spread our message.
We launched 7 videos throughout the day following our 1st-person narrative from the campaign.
Tweeted: 30 minutes prior to kickoff.
Tweeted: Right after the National Anthem
Tweeted: During the introductions of the Eagles offensive line
Tweeted: 9:51 left in the 1st quarter as the Eagles crossed the 20 yard line
Tweeted: 5:15 left in the 2nd quarter after Nick Foles’ interception
Tweeted: Exactly when the clock hit 0:00 ending the first half
Tweeted: The moment Nick Foles was named Super Bowl MVP