#1 in Super Bowl SOV with no TV? No problem.
In 2017, Verizon decided to skip the paid-ad cashier and go all-in on social. In a highly competitive segment — with Sprint and T-Mobile bashing Verizon — we carried out a Social Response Lab focused on highlighting our competitors' pain-points and debunking industry myths.
Verizon's social efforts during the Super Bowl successfully created a highly visible, buzzed about and largely positive moment for the brand. Performance was notably stronger YoY as the bold creative approach to content "proved VzW doesn't need to invest heavily in TVC to get attention during the Super Bowl" (Ad Week)
- Develop creative brief
- Develop Social Response Lab plan
- Real-time assessment of content opportunities
- Support and coordination of Community Management effort
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