Blue Bunny wanted to crash the 2017 Super Bowl, so they summoned FCB creatives to propose a snarky campaign fitting to their mascot, Blu. At one of the most vetted and expensive event ad spaces, we proposed a guerrilla advertising campaign that, like Blu, found a way around the rules for a little indulgence. As an AD at the time, I was excited to participate in concept proposals, and led high level creative for this Blockade pitch. This ended up being our main proposal, and while the client ended up not moving forward with any Superbowl activations, elements were so well received they were retained into future pitches after I left FCB to go to grad school.

No outside marketing can exist within a certain perimeter of the event, so how to spread the word about Blue Bunny Buni Snacks?

First, we take over the immediate space around the ad-free zone. Inflatable blue bunny statues will be placed strategically so anyone commuting across the line will run into them. Blu does enjoy making bold statements, after all!

The intent is to engage with both Super Bowl attendees and general populous alike, encouraging them to interact with the statues and post about them online using the hashtag #BluBunnyEars. Blu, of course, will be manning his own social accounts and be sure to interact with anyone using the hashtag suggested by our representatives. 

But these commuters will walk on with more in-hand then a photo op: We would be handing out branded gloves to fight against the cold Minneapolis winter, specifically designed for optimum bunny-ear usage. Inside the gloves will be instructions on the #BluBunnyEars hashtag encouraging people to post. This creates thousands of brand ambassadors, carrying these new gloves over the ad-free line and interacting with the Super Bowl further then Blue Bunny could otherwise.