For the first time, two brands went head-to-head during a Super Bowl commercial to launch two new products: Doritos Blaze and MOUNTAIN DEW ICE.

Doritos Blaze and MOUNTAIN DEW ICE created an epic rap battle starring Peter Dinklage and Morgan Freeman. Dinklage #SPITFIRE for Doritos, and Freeman went #ICECOLD for MOUNTAIN DEW ICE. The battle went down in a :60 Super Bowl spot that was made to feel like two back-to-back :30s.

Fans could then rap against one another using a first-of-its-kind dual Snapchat Lens through which they could perform either of the iconic rap verses.

There was a two-week teaser phase leading up to the big game in order to build buzz and anticipation. This phase was kicked off with an initial teaser video that exclusively premiered on CNBC on 1/17, followed by a longer teaser during the subsequent week (1/24), which was shared by the musical artists and the hip-hop community. The :60 spot premiered on the TODAY show on 1/30, garnering buzz in the week leading up to its national airing during the game on 2/4. The campaign achieved 9.6 billion earned and PR impressions over the course of only a few weeks.

9.6+ billion PR impressions

29 national broadcast segments

Articles were written about the campaign in major publications, including the New York Times, TIME, Billboard and People, and was featured on television, including CNBC, the TODAY show and Jimmy Kimmel Live!

Named the Twitter #BrandBowl Blitz winner for driving the most tweets per minute during the Super Bowl.

Our commercial sparked hundreds of Game of Thrones fan theories among fans, covered by Elle, Vanity Fair, NME, Harper’s Bazaar and Refinery29.

Brand recall was 88 percent, and purchase intent was 58 percent, according to Unruly.

Busta’s track “Look at Me Now” re-entered the top 10 music charts for the first time in seven years.

Fifteen million fans used our Snapchat Lens, creating 30 years’ worth of branded content in one day. The playtime for our Lens was double the Snapchat average.

Thirteen million users interacted with our Snapchat Promoted Story and watched our content.

On Twitter we saw twice the average viewer completion rate for our commercial

#1 trending video on YouTube.

MOUNTAIN DEW ICE and Doritos Blaze both significantly exceeded business sales goals during the campaign.

Saw the most sales from a permanent product launch for both brands since 2013.

MOUNTAIN DEW ICE saw a substantial increase in sales following the game at a time when the category was in decline

Doritos Blaze rate of sale was 13 percent higher than other brands in the category.

At launch, MOUNTAIN DEW ICE buyers were 28x more likely to also purchase Doritos Blaze.