Squarespace believes if you have a passion, you should pursue it. To capture the attention of our creative audience on Super Bowl Sunday, we would have to take a risk and do something extraordinary that lived beyond a TV ad.

Our solution was to hijack the Super Bowl through an alternative commentary of the game, livestreamed uninterrupted for four hours. We partnered with comedians Key & Peele to play characters who use Squarespace to make their dream of commentating on the Big Game come true. Multiple guests joined including a football referee, chef and miniature pigs who put on an alternative halftime show.

In addition to the live stream on Squarespace.com we pushed content out across Twitter, Facebook and Giphy in reaction to what was happening in the game. If there was a big tackle for example we had a gif of Key & Peele wincing that was instantly pushed.

The campaign broke on the Monday before Super Bowl Sunday. We launched the idea with a mock press announcement film, distributed online and in PR. Each day in the run up to Game Day we released new content across broadcast, social, digital and PR that told a bit more of the story and introduced the two characters played by Key & Peele.

Every piece of content promoted tune-in of the live show on Squarespace.com as we would if we were a TV network.

On Super Bowl Sunday our 30 second in-game spot broke during the first quarter and directed people to watch the live stream.

In one week the campaign generated nearly 5,000 press mentions, 100 million total impressions and almost 10 million engagements. Viewers tuned into our branded content for an average of 16 minutes - and many watched the entire four-hour show. Critically we got people to go to Squarespace.com with 2,400 requests per second. Compared to last year’s Super Bowl campaign we increased daily clicks on videos and display ads by 8,836%, and converted 60% more paying customers. Now that’s #RealTalk.