For the M&M'S and Snickers' Celebrate on the Field instant win Superbowl promotion, we came up with a killer interactive concept: upload your face onto the football player's body and string together funky moves to create a celebratory touchdown dance! Unfortunately, unbeknownst to us, Crispin Porter came up with the same concept for Coke Zero's Superbowl promotion...and theirs launched first. The ensuing weeks were a mad scramble to come up with a concept as fun, funny and interactive that still met the client's objectives: while convincing the client that launching what would appear to anyone else to be a copycat campaign was a terrible move.
The solution: not one funky dancing football PLAYER, but two clumsy dancing football FANS. Users could upload not only their own face, but that of a friend, increasing viral spread and just narrowly saving the day.
