Transforming a :30 second Super Bowl Commercial into a Fully Integrated, 30 day Campaign for Wix.com
Through Pakko’s contacts, he thrusted little known-ad agency ELA Advertising into the Super Bowl. The client Wix.com, did not just buy a ticket for the Super Bowl, they bought themselves an entry into America’s hearts and minds by using a cleverly-crafted ad campaign that was powered entirely through social media platforms and via pop-up experiential events spread out through Super Bowl weekend.
Pakko helped set-up a live 24-hour social media at Wix.com’s headquarters that provided real-time sticky content on events happening around the Super Bowl and distributed hundreds of pieces of creative that ranged from witty tweets to funny microsites featuring NFL legends such as Brett Favre.
The results were quite impressive, as it was ranked the #1 Super Bowl campaign by RKG Merkle. (Download Report) According to the stats, the campaign reached over 300 million people across all mediums.
Footnote: This campaign required to have Pakko actually create deli platters that were carved into Super Bowl related topics. During one weekend, he forgot to put them in the refrigerator and left these platters on a conference room. When the team returned on Monday to work, you can imagine how the place smelled.