With cleared IP from a cast of icons like the Kool-Aid Man, the Pillsbury Doughboy, and the Jolly Green Giant, the challenge became finding ways to extend Instacart's Super Bowl commercial well beyond its 30 seconds on air.
So we put the mascots on the road. The Wienermobile — with special mascot guests riding along — delivered real Instacart orders in the Super Bowl host city and in both competing teams' home cities. We also brought the cast to the TODAY show for an in-show feature and appeared as special guests out on the plaza.
All in, the campaign drove more than 1,200 placements and 12 billion earned impressions.