SUPER BOWL LVII CELEBRATION
In preparation for Super Bowl LIV in Miami, our team was tasked to create the campaign for Frito-Lay. We knew that chip sales increased the most in the hours leading up to the Super Bowl, so we decided to hinge our campaign on that key insight, resulting in Live for Crunchtime. Our team worked hand-in-hand with the internal team at Frito-Lay, as they executed the TV spots, and our team executed the OOH around Miami.
LIVE FOR CRUNCHTIME
Overview:
We designed one-of-a-kind confetti Celebration Bags—limited to 500—and gave one lucky fan the power to launch the Super Bowl celebration.
Challenge:
Frito-Lay wanted to create a Super Bowl moment fans could literally feel—something more interactive than a commercial.
Big Idea:
What if the ultimate fan got to cue the confetti celebration at the Super Bowl? We created a sweepstakes around that fantasy—and packaged it in custom snack bags.
Execution:
Limited-edition confetti bags were distributed to fans, with golden ticket–style sweepstakes. The winner joined the game-day experience and launched the official confetti blast live.
Impact:
A tactile, social-first campaign that brought fans closer to the action—while elevating the humble snack bag into a golden ticket.
EXPERIENTIAL
We created a one of a kind experience for one lucky winner to go to the Super Bowl with one mission: Launch the confetti at Super Bowl LVII once the clock hit zero. After securing the literal winning bag, through our packaging campaign, this fan helped secure the Chiefs place in history as back-to-back champs.
This experience was planned in coordination with D3, the in-house creative agency for Frito-Lay.
Credits
Client: Frito Lay
Agency: The Integer Group
Role: Associate Creative Director
Year: 2020
Collaborators: Steve Moon, Patrick Crokin, Alli Durak, Jaymie Pavlonis, Drew Sanderson, Clay Knight