Background: Emerald Nuts was only in its second year as a brand and needed to increase name recognition. Our Super Bowl TV campaign used acrostics that built the name,“E-M-E-R-A-L-D N-U-T-S.”
Creative Solution: For two weeks leading up to the Super Bowl, newspaper and digital ads drove people to a contest on their website. Here viewers could watch the full animation and/or create their own acrostic. The winner with the most creative acrostic won $1000 plus a bunch of nuts and their entry was illustrated by a New Yorker cartoonist and ran as a full page ad in USA Today on Super Bowl Sunday.
These ran in The New York Times and USA today every week for 2 weeks leading up to the contest and told people how to participate.
Digital and newspaper ads drove people to the site where they could enter their own acrostic and a chance to win a lifetime supply of Emerald Nuts plus their entry drawn by a New Yorker cartoonist and published in USA today.