Our task was simple: to support Volkswagen's Super Bowl spot on social to increase views on YouTube. To do this, our team had various approaches, including the creation of spin off videos based off of the engineer characters created by Argonaut in their teaser spot. 

 

TEASER TACTICS

Below: Teaser spot created by Argonaut.

Below: Teaser spot social support created by Edelman.

The Engineers try to decode what makes the best Super Bowl spot in a series of short videos. Each one links to the Super Bowl spot on Volkswagen's YouTube page.

Team credits: 
Olga Montserrat, Art Director
Ross Viator Associate Creative Director/Copywriter
Craig Erickson, Copywriter
Avery Carroll, Executive Creative Director
Brook Boley, Art Director

 

SPOT LAUNCH TACTICS

Below: Super Bowl spot created by Argonaut.

 

GAME DAY TACTICS 

Below: Real-time videos created by Edelman

The engineers comment about the game and football related funnies in real-time. Despite the misnomer that is "real-time" marketing, plenty of planning went into each video. The Edelman team spent weeks before the Super Bowl to identify areas of opportunity for Volkswagen to be relevant and topical, but always true to the brand and their 100k messaging.

Team credits: 
Olga Montserrat, Art Director
Brook Boley, Art Director
Ross Viator Associate Creative Director/Copywriter
Craig Erickson, Copywriter
Avery Carroll, Executive Creative Director

 

Images: Edelman team filming in LA, The "War Room" on Super Bowl Sunday