Band of Brands
In 2014, Newcastle showed the world the Big Game ad we would've made if we had the money to make one. In 2015, we wanted to be part of the Big Game conversation but still didn’t have $4.5 million dollars for airtime. So we took a cue from the sharing economy that’s made Uber, Airbnb and Kickstarter so popular, asking 20-30 other brands like ours to chip in for airtime with us, and then cramming all 20-30 brands in one ad. We essentially sold ad space in our ad. We called it The Band of Brands.
Call For Brands
Weeks before the game, we released a call for brands to join us, featuring uber-sarcastic starlet Aubrey Plaza.
In the days after our Call For Brands went out, we received over 400 brand responses from scrappy brands like ours, way more than we could ever fit in one ad. It worked! We released a follow-up teaser for our ad featuring Aubrey playing off her uber-sarcastic image.
Band of Brands Big Game Ad
In the days before the game, we released our final brand-packed ad, featuring a record 37 brands in 50 seconds. The campaign was a success, shattering even last year's numbers to garner 400 news articles and 33 million views across 7 pieces of content, for a total 2 billion impressions, double last year's numbers. But most importantly, we helped some very small brands get exposure on marketing's biggest stage... while mostly helping ourselves.