Super Bowls is a new e-retailer that sells pretty much everything (including bowls). They’re the little guys, going up against big brands like Amazon ­ without the big budgets. They need to be clever to stand out. Our strategy was to use the hype from other brands’ Super Bowl ads to generate awareness for Jet.

We wanted to make a Super Bowl ad without paying for one. So we made a commercial for Jet’s super “bowls” instead. On Super Bowl weekend, the most popular search term is “Super Bowl commercial.” Because ours was a “super” “bowl” “commercial” our tagging was more relevant to that search term than any other commercial.

* 2.4 million combined views
* Site traffic up 52%
* Brand mentions on Twitter up 139%

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