Gopuff, the innovative delivery app, needed mass awareness. As large competitors entered the instant needs category, Gopuff had the ambitious goal of telling all of America they are the fast delivery app in order to increase both new users and also sales. Basically, they wanted Super Bowl level awareness and results but without buying a Super Bowl spot.

This year’s Super Bowl Halftime Show featured 5 of the world’s most legendary rappers: Snoop Dogg, Kendrick Lamar, Dr. Dre, Mary J. Blige, and Eminem. We partnered with the one rapper left out—Lil Dicky, who is famous for his subversive music videos, and created the world’s first Gopuff Quartertime Show. A live musical event that streamed simultaneously across social media channels between the first and second quarters of the game. Getting the jump on the Halftime Show was the ultimate way to demonstrate Gopuff delivers faster.

We knew the world's attention would be on the Super Bowl Halftime Show, the biggest entertainment moment of the year. In fact, more people tune into the Halftime Show than the game itself. So, we orchestrated an authentic way for Gopuff to draft off this iconic moment and achieve outsized attention. Rather than pay for a Super Bowl spot, we created an entirely new media platform.

Armed with the insight that 83% of our target audience were on a mobile device during the Super Bowl, we owned the second screen experience with the Quartertime Show. To guarantee a bigger audience during the Quartertime break, we leveraged the giant social media followings of all the celebrities that sell their own products on Gopuff.

Beating the Halftime Show to the punch was the perfect way to demonstrate that Gopuff delivers faster.

The campaign launched across PR and social with teasers that promoted the Quartertime Show leading up to the Super Bowl. The show itself, a musical spectacle, dropped between the first and second quarters of the game on Lil Dicky’s YouTube live, Twitter live and Instagram channels to his millions of fans.

To reach an even wider audience, we masterminded deals with some of the most famous people on the planet that have their own products on Gopuff—Kendall Jenner, Selena Gomes, Cardi B—and featured them in the show in exchange for access to their cumulative audience of over a billion people. They shared the live link to the show simultaneously, creating a massive media moment and a real-time second screen experience between the first and second quarter of the Super Bowl.

The inaugural Quartertime Show reached more people than the Super Bowl and created an entirely new, ongoing musical entertainment platform that brands pay to be a part of. It was the most successful campaign in the brand’s history, making Gopuff famous overnight. All without buying a spot!

-239 million campaign views (more than reached the Super Bowl itself)

-498% increase in social engagement

-101% increase in app downloads.

-53.5% YOY increase in revenue

-177% increase in social mentions

-1.5 billion impressions

-Trended on Twitter

The Quartertime show exceeded expectations and ultimately improved people’s perception of the brand.