The best Super Bowl ads let customers create the content. Yellowtail Wine's 2019 campaign asked people to submit videos for "Tastes like happy." Two winners appeared in the Super Bowl spot, and the campaign hit 1 billion earned media impressions and ranked top-10 for the day.
In this video, we're gonna talk about who makes the best Super Bowl ads. And I think it's the brands that aren't just the storytellers, they're the story starters, the ones that empower people to tell their stories on social media. And the best way to do this is to allow your customers to get featured in your Super Bowl commercial. It's brilliant. Taco Bell is gonna be doing that this Sunday. And I know this firsthand because my company SocialTies alongside our partner agency BAM pioneered this method back in 2019. We helped Yellowtail launch their new tagline, "Tastes like happy," by inviting people to create and share videos on social media that captured what happy tastes like to them. So take a peek at just some of the 1,500 videos that we received. They're all amazing, and we created a small army of ambassadors to spread Yellowtail love across social. There's no better way to market your brand than to have your customers do it for you. Two lucky winners were chosen to be in the Super Bowl ad, and one got a trip to their happy place anywhere in the world. The hardest part I was choosing the two winners because the content was so good. The client was thrilled with the results because we got 1 billion free publicity impressions because the concept was so novel at the time. We doubled purchase intent from the year before, and we were ranked as one of the top 10 ads of the day, which was great. Here's the final Super Bowl ad that we ran. See if you can spot the two videos that came from the winners themselves.
Yellowtail tastes like a very long breath after a very long week. Like lifelong bonds and well-deserved Deserved promotions. Like the online date who actually looks like their profile picture. Like crushing your best man's speech. It tastes like this. Like that. Like finding exactly what you're looking for. Like being in the right place at the right time. Yellowtail Wine tastes like happy.
