To support Nissan’s Super Bowl spot, we created #withdad, a campaign designed to inspire America to share their stories about how life is better with dad.

And as a little extra reward, we even turned social participation into personalized physical mementos.

PRE-GAME TEASERS
We wanted to create a pre-game campaign that reflected the way people are currently using the internets. So we partnered with YouTube creators that embodied the idea that life is better with dad. Creators like Roman Atwood, Dude Perfect, Action Movie Kid, Epic Meal Time and others.

THE HASHTAG
Our goal was to drive engagement. So, we wanted a tag that would actually be used. That felt natural. That lended itself to the vernacular of Twitter and Instagram while still communicating our central campaign belief that life is better with dad. So we came up #withdad.

Roman Atwood “Crazy Ball Prank”

Action Movie Kid “Playtime with Dad”

Dude Perfect “Dad Edition”

Seth Meyers

Epic Meal Time

ESPN / Clay Matthews Jr.

Lee Clow

DURING THE GAME
To dominate a moment of conversation, right after the spot aired, we had social influencers (including Snoop Dogg, Adam Levine, and Carmelo Anthony) share photos of their dad or about being a dad, tagged #withdad. Inspiring others to share their own.

 

AFTER THE COMMERCIAL AIRED
Over 38,000 #withdad mentions and photos.

REAL-TIME CONVERSATION
Had some interesting convos. Who knew that Doritos had dads? 

SURPRISE FRAMED PHOTOS
After the game, we surprised fans and mailed them framed prints of their #withdad photos.

RESULTS

  • Over 30 million teaser content views on YouTube.

  • 17k #withdad photos shared.

  • Drove views and sentiment for the Super Bowl TV spot, which lead to it winning #1 in the YouTube AdBlitz.