Our film chronicles an underground secret society as they bemoan the fact that they are incapable of keeping their secrets. Much to the society’s chagrin, people are slowly discovering the truth behind the moon landing, Bigfoot, aliens and more. Most disturbing, they’ve already discovered the biggest secret of all—avocados have good fat.

In addition to having our characters discuss big time pop culture secrets, we filled our film with all sorts of hidden references to conspiracies that people actually believe in. We hid cryptic numbers, occult symbols, illuminati phrases and more throughout the film. Then we posted our film on the internet and waited for online conspiracy theorists to catch on. And catch on they did. They frenzied around our film, creating hours of original content as they dissected, debated and shared our message. They unwittingly spread the word that avocados have good fat across the internet.

Our social film was posted on February 2, 2017, three days before the Super Bowl. The film appeared on YouTube, Facebook, Twitter and is still live on all those channels. Online conspiracy influencers made additional content dissecting our film. That content was primarily hosted on YouTube but was also shared across all social media.

Our 90 seconds of film led to hours of user-generated content that garnished hundreds of thousands of views. Most advertisers pay big money for influencers. We didn’t pay a dime. And they still helped us spread the word, helping us rack up almost 15 million views for our film and an additional 3.3 billion impressions on social media. Because of our levels of social engagement, Ad Age called us the “One Big Winner” of the Super Bowl. They even noted that we saw the largest improvement in purchase consideration—more than any other brand that advertised on the Super Bowl.