Imagine you’re the #1 advertiser in the world. You’ve bought the #1 most expensive :60 in the world. Featuring a first-time collaboration of 7 of P&G’s brands running in the 4th quarter of the Super Bowl. But even then…deep into the 3rd quarter of the game, you still have no idea what that commercial is going to be. Introducing “When We Come Together”, the world’s first interactive Super Bowl commercial. 

We asked ourselves…how can we break out of the world where people are chomping at the bit to hit “Skip Ad” on any YouTube bumper. Bring people together to create the Super Bowl commercial they want to see.

P&G partnered with eko technology to create a six-minute interactive film where people could make choices to create the Super Bowl commercial they wanted to see. Within 72 hours, 281,456 unique storylines were created. Those choices combined to create over 60 unique storylines, any of which could become the final broadcast-ready commercial. Over 82% of people completed the full film and engagement time was over two minutes. 

The interactive spot averaged 1 choice every 2 seconds from January 31st to February 2nd at 9:14pm with hundreds of thousands of choices made overall. 25% of people who completed the film replayed and interacted at least twice. Consumer interest (brand mentions & search activity) with the brands featured in the ad skyrocketed on average by over 2400% and positive sentiment reached an all-time high at over 85%.