The Man from the Future travels back in time to explain that OLED is going to revolutionize the future. And LG is starting the revolution with a whole new category of television.

Using symbols, teasers and contests, he would start and join conversations on Twitter during the most epic media event of all – the Super Bowl – in real-time. Engaging with the mysterious “MFTF” would allow you to see the incredible benefits of OLED technology and also be entered into the grand prize giveaway. In order to win, you had to answer the question that was hidden inside the TV spot, before the Super Bowl was over.

Ridley Scott and Liam Neeson helped drive PR. Teasers were distributed to help build anticipation. Then a Wall Street Journal piece revealed the full spot a week before The Big Game, giving MFTF time to play on his own as the fully-realized Man from the Future, with paid support.

Starting with clues and symbols, MFTF explained that a futuristic piece of technology would soon be revealed. A slew of animated videos, clues and content hinted at things to come. If you watched the TV spot on the day of the Super Bowl, and noticed the hidden clues, then you would have a chance to win a huge grand prize: the Picture-On-Glass television, LG G6. Through use of retweet-to-remind functionality on Twitter, LG delivered a massive number of direct-messages through Twitter, leading to extraordinary amounts of traffic and conversation on game day.

Most successful brand, converting TV to web, during Super Bowl 50 - Bitly

210,000 Brand mentions on game day

1,100 one-to-one conversations with branded channel

3.2 Billion impressions

Data gathering started in partnership with Twitter, by utilizing the combination of the retweet-to-remind sweeps and identifying targets in the tech, movie and home theater passion groups. As participants engaged with sponsored content, they were marked for re-engagement. This snowballed with micro-targeting conversations that occurred around PR releases, passion-point related conversations and the product technology itself.

Because the activations and targeting were on Twitter throughout the course of the month, the campaign built up a highly engaged audience over time. Through a customized direct-message on Twitter to this accumulated audience, drive-to-site and engagement metrics on the day of the game were astonishing.

LG's first-ever Super Bowl TV campaign had major celebrity talent, a cool :60 story and a whole new category of television to announce. After 50 years of making TVs, for the 50th Super Bowl, LG wanted to announce the most amazing OLED television ever ¬– the first of its kind. So they worked with Sir Ridley Scott to create a concept for the future of television.

The brief was to make a PR/Digital/Social campaign that worked cohesively alongside the TV spot showcasing the future of television.

How can the future inspire a creative idea? It was intended to drive views and engagement with the audience, and generate positive awareness with LG OLED technology.