The Drum Awards for Marketing - Extended Deadline

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Agency: Clamor
Date: Feb 2018
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'Best Feb Ever', a national marketing and experiential campaign, celebrated the Super Bowl and Winter Olympics. For the campaign, NBC deployed mystery boxes in New York, Los Angeles, Minneapolis and Philadelphia.

Each box had a countdown clock on its exterior. When the clock expired, the box opened to unveil celebrity guests, musical performances and interactive fan activities where participants had the chance to win championship-level prizes Super Bowl LII tickets to NBC shows such as The Tonight Show with Jimmy Fallon and American Ninja Warrior, Super Bowl and Olympics swag, must-have electronics, gift cards and much more. Celebrities included musical artists Andy Grammer, Mark Ronson, Salt N’ Pepa and B-52, Olympians Ashley Wagner and Sasha Cohen and NFL players Stefon Diggs and Dante Culpepper.

The free consumer events over the course of the three days and four cities attracted tens of thousands of fans.

Credits

Ande Lund - CEO - Clamor

Regina O'Brien - SVP - Marketing - Golf Channel, a subsidiary of NBC Sports Group