Winning the Super Bowl of Advertising
Situation
For the past eight years, creative agency David&Goliath has created standout Super Bowl campaigns for its flagship client, Kia Motors America. And each year, DGC has been tasked with making a PR splash that exceeded the previous year. Not a small feat when you consider how the media landscape has evolved since D&G’s first Super Bowl spot – featuring a life-sized sock monkey – debuted in 2010.
Approach
Through an aggressive media relations strategy that targeted trade and consumer press in print, online and broadcast outlets, each year DGC worked in close partnership with Kia’s PR firm, Zeno Group, to utilize a three-phased approach – one that included outreach leading up to the Big Game, during and post-game – to maximize exposure of and recognition for the work…and by extension, the agency behind it.
Results
Every year since 2010, coverage and recognition of D&G’s Super Bowl campaigns have hit new milestones. From securing D&G’s first-ever exclusive story with the New York Times in 2011, to landing a high-profile broadcast segment on Nightline featuring D&G execs in 2016, DGC has consistently raised the bar, garnering coverage in top-tier publications. In 2017, our efforts reached new heights when D&G’s “Hero’s Journey” commercial was not only featured on the Today Show, but also came in at #1 on the USA Today Ad Meter rankings AND YouTube’s AdBlitz, marking the first time an automotive company won both polls in the same year.
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