Avocados from Mexico did a Super Bowl spot with GSDM in 2015, and my partner and I got the chance to make a social contest to go along with it. Our live webcast featured a mariachi band, a jaguar-printed El Camino and a chupacabra attack. Not everyone made it out alive.
It all started with this spot (which we didn't write) that aired right before halftime during the Super Bowl...
Then, we did something crazy. We continued with world's first draft LIVE. The webcast followed all of Mexico's next 6 picks and then gave them away as prizes on social media.
And here's a teaser we released to auto blogs to build buzz around the prize giveaway.
Still confused? Here's a case study we did that helps explain things.