To leverage the buzz around our Super Bowl spot, we hid a secret message in it that could only be revealed when you play the commercial in reverse, just like some iconic rock and roll bands from the '70s did in their records. We wanted to recreate the rush people felt when discovering there is a secret message and speculating what it might say and mean, but this time sparking the conversation on social media.

A backwards message hidden in our Super Bowl spot triggered a multi-platform social media campaign involving Twitter, YouTube, Instagram, Facebook, and even traditional mail. Once the spot aired, and people started talking about something buried in the music, Steven Tyler tweeted, challenging viewers to seek out the hidden message by playing the commercial in reverse online. When they did, they were automatically drawn into the social campaign. People communicated back-and-forth with each other, Tyler, and the brand across channels. Those who found and shared the exact message were sent a very special gift by mail. The Stinger scarf from the Super Bowl spot, signed by Steven Tyler. This led to more cross-channel buzz and the media got the message. The results: $0 investment on social. 9 days more engagement than any other Super Bowl spot. 631 million impressions. $9.2 million in earned media. 1052% increase in Stinger traffic.