It’s not easy to stand out on Super Bowl Sunday. Nearly 80% of the Super Bowl audience is on social media while they watch the game. Every ad is vying for people’s attention.

To make sure our Super Bowl commercial launching MTN Dew’s new watermelon flavor would be part of that conversation, we made it more than a commercial. We made it a game. 

A game that people would literally pause the actual Super Bowl for – just to go back and rewatch our ad.

And a game that you could only enter by saying the name “Major Melon” to everyone on Twitter.

Unlike most other Super Bowl ads, our commercial aired for the first time during the game.

And since we couldn’t release our spot early, we used our pre-game campaign to get people jazzed about counting bottles of MTN Dew Major Melon.

And when the audience flocked to Twitter, we were ready for them – with a custom bot that responded with unique GIFs for every guess.