Monster wanted to use a tent pole event like the Super Bowl to inject itself back into the minds of consumers. The Super Bowl is quickly becoming the biggest social media and “second screen” event in America. We wanted to reach out directly to the millions of people jumping on Twitter immediately after the game to join the discussion.

Instantly, after the nail-biting finish of one of the closest Super Bowl games in history, Monster posted a congratulatory Tweet -- to the wrong team. At first, some people didn’t get the joke and thought we’d made a mistake. But those who looked closer realized we did it on purpose, to show that Monster can help you find a new job as a social media manager.

People were talking about it for days after the game, with some even calling it their favorite Super Bowl ad. In addition to over 550,000 Twitter impressions, Monster saw an increase of over 1500% in mentions day over day, all without any media spend.