To build early interest, we partnered with Motor Trend, a leading automotive authority, to tease the “biggest car launch ever on Twitter” across their social channels.

Two days later we made the big reveal with our first Wienermobile video. Parodying a dramatic car ad and unveiling our #tweet2lease offer, we used targeted posts, PR outreach, and video distribution to reach influencers and our consumers.

After the first car ad aired on Super Bowl Sunday, we tweeted a second video and delivered real-time commentary throughout the game to ensure we were part of the banter and featured in the post-game headlines.

In 48 hours, our Wienermobile video had over 2.4 million views on YouTube. All told we garnered over 100 million earned impressions, 22 million on Twitter alone. The press coverage ranged from major news outlets like the New York Times and USA Today, to 46 broadcast mentions, and an exclusive AdAge reveal.

The buzz represented a 1,431% increase in brand mentions and a 19% increase in positive sentiment vs. three weeks prior. Over 8,500 people entered the sweepstakes by tweeting #tweet2lease.

While the Seahawks won the Super Bowl, Adweek’s headline “Richard Sherman Can’t Cover the Wiener” said it all.