For the 2015 Super Bowl, web-publishing platform Squarespace set out to show that any idea, no matter how crazy or wild, could look beautiful on Squarespace.

Instead of just making a TV spot that people could forget once the game ended, we made a real-world product demonstration that showed off Squarespace’s strengths and unique attributes, and used our 30-second in-game ad to drive people to it.

Together with Academy Award® Winner and musician Jeff Bridges, we created Jeff Bridges Sleeping Tapes, a full-length album, made available on Jeff’s Squarespace website, DreamingWithJeff.com.

It was important that consumers knew this wasn’t a stunt for the Super Bowl, but a real project. Targeted, strategic and sustained PR played a key role in creating that narrative.

The album received strong reviews from influential music publications (7.8 on Pitchfork), and spent 10 weeks on the Billboard New Age Music Charts, peaking at Number 2. It received international press coverage, and trended worldwide on Twitter, and generated over 1.6B+ media impressions, totaling approximately $3M in earned media, all for zero dollars spent on publicity. DreamingWithJeff.com became a living example that any idea can be made beautiful on Squarespace.

We created DreamingWithJeff.com using a real website design template from the Squarespace offerings.

We demonstrated Squarespace’s e-commerce functionality by selling real Sleeping Tapes digital, vinyl and cassette albums on the site - all proceeds from album sales went to the charity No Kid Hungry.

Each track could be streamed, embedded and shared via a social media. We created a branded twitter card where users could stream the album in twitter.

YouTube videos, including Super Bowl and Teaser TV, a tutorial video, and individual album track videos, all used a custom annotated end card that pushed users to DreamingWithJeff.com

Proceeds from album sales at DreamingWithJeff.com went to our charity, No Kid Hungry, providing meals for over 2.5 million children.

DreamingWithJeff.com saw 3.5 million visits.

Over 14.5 million album track were streams.

The album spent 10 weeks on Billboard's New Age Music Charts, peaking at #2.

The project trended worldwide on Twitter.

40% increase in brand awareness (Horizon Brand Tracker)

167% increase in search behavior (YouTube Research)

18% increase in intent to purchase – the best among competitors and third best overall at the Super Bowl (Extreme Reach).

The campaign ranked as 'Best in Class' for Ad Recall