"Sure, the brand had a Super Bowl ad featuring Lady Gaga singing a Mr. Rogers classic, but that was just the beginning. At 8 p.m. ET, immediately after Rocket and Redfin's Super Bowl spot aired, the brands released the first of six app-exclusive clues that would roll out over the next 48 hours for users to play a contest in order to win a million-dollar home."
"The Super Bowl is simultaneously a singular moment for advertisers, and a microcosm of the broader challenges facing brands every single day. Sure, it's the biggest, most high profile collective cultural moment we have left, but it retains the same difficulty of standing out, making a mark, and really getting our attention as any other moment. As a result, more brands are working to get audiences involved in some way, shape or form, in order to break through all the noise."
Rocket and Redfin paired a Super Bowl spot featuring Lady Gaga with an app-based contest that released six app-exclusive clues after the ad. The first clue appeared at 8 p.m. ET immediately after the spot, with the remaining clues distributed over 48 hours so users could play to win a million-dollar home. The campaign treated Super Bowl investment as three stages—pre-game, in-game, and post-game—with the post-game stage dominated by audience participation. The Super Bowl remains a high-profile cultural moment but shares everyday marketing challenges of standing out and breaking through noise. Brands increasingly add participatory mechanics to extend attention and conversation.
Read at Fast Company
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