Before our call for brand partners, we proactively contacted several brands to ensure we’d already have a few on board. We then shot a skeleton version of our final Big Game ad that incorporated our partner brands while leaving room for the brands that would eventually join. After our call-for-entries launched, we received over 400 more brand requests; more than we could anticipate or fit comfortably into sixty seconds. Though a challenge, we were able to smash together a brand-packed Big Game spot with 37 different brands, which we then pushed it out on all 37 of their social pages.

Newcastle set out to hijack the brand conversation for the second straight year, and that's exactly what we did. Collectively the campaign pieces amassed 34 million views across 6 pieces of content, with 430 unique earned media pickups, all of which amount to more than 2.3 billion impressions.

Dollar for dollar, Newcastle saw a lift in brand conversation that outperformed the Big Game’s “official” beer brand sponsor brand by a factor of 500. Talk about fiscal responsibility.