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Newcastle - Band of Brands

Newcastle: Band of Brands

In 2014, Newcastle showed the world the Super Bowl ad we would've made if we had the money to make one. In 2015, we wanted to be part of the Super Bowl 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. Weeks before the game, we released a call for brands to join us, featuring uber-sarcastic starlet Aubrey Plaza. But first, the case study:



As brands joined, we welcomed them to the Band of Brands on Twitter and Facebook in our logo-packed sports helmet.


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.


In the days before the game, we released our final brand-packed ad, featuring a record 37 brands in 60 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.


Crash The Crash The Super Bowl

To kick off Newcastle Brown Ale's 2015 Band of Brands campaign, which involved trying to make a Big Game ad without paying $4.5 million for airtime, we got inventive. We heard a certain nacho-cheesy snack chip brand was asking fans to make their ads for them in exchange for free airtime. So we hid a Newcastle ad within a snack chip ad and trying to "enter" their contest. We crashed the crashers. The spot blew up, garnering as much attention as their legitimate finalists and kicking our 2015 campaign off in style. It was even included in the top 10 Super Bowl spots on ABC. Here's the spot.


Next Year's Big Game Teaser

The campaign wrapped up the day after the Super Bowl, with our teaser for next years big game ad (2016). Released a whole 365 days too soon.


Campaign Results

The campaign was a success, shattering last year's numbers to garner 400 news articles and 33 million views across 7 piecees of content, for a total of 2 billion impressions, double last years numbers. We were included in the Today Show's Super Bowl round up and on Late Night with David Letterman. But most importantly, we helped some very small brands get exposure on marketing's biggest stage... while mostly helping Newcastle Brown Ale.