Creative Director // NYC
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U.S. Marine Corps. - Super Bowl LII

To amplify the launch of A Nation’s Call during Super Bowl LII, we took to Twitter before and during the game to spread our message. Instead of competing with commercials, we decided to look for in-game opportunities to align to, taking advantage of known 2nd-screen user behaviors.

We launched 7 videos throughout the day following our 1st-person narrative from the campaign.

 Tweeted: 30 minutes prior to kickoff.

Tweeted: 30 minutes prior to kickoff.

 Tweeted: Right after the National Anthem

Tweeted: Right after the National Anthem

 Tweeted: During the introductions of the Eagles offensive line

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: 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: 5:15 left in the 2nd quarter after Nick Foles’ interception

 Tweeted: Exactly when the clock hit 0:00 ending the first half

Tweeted: Exactly when the clock hit 0:00 ending the first half

 Tweeted: The moment Nick Foles was named Super Bowl MVP

Tweeted: The moment Nick Foles was named Super Bowl MVP

Results Snapshot

Results Snapshot

3.55M Impressions

2.2M Video Views

61.65% Video Completion Rate (Twitter benchmark is 33-36%)