LADY GAGA + INTEL : SUPER BOWL HALFTIME SHOW

The Super Bowl is the biggest event of the year, a time when the world’s largest brands fight for attention in the game’s crowded advertising space. To break through the clutter of the Big Game, Intel took a different route by becoming part of the show. With 150 million viewers watching, Intel launched over 300 drones to create a dazzling light show, kicking off Lady Gaga’s Super Bowl Halftime performance. The light show seamlessly integrated Intel technology, and was a crucial piece of Lady Gaga’s iconic performance.  It was also the first drone integration on television.

“In this year’s Super Bowl of technology, Intel led the way with a sky full of drones” - Forbes

Role: Group Creative Director

Results: Estimated 150M viewers live. 30M views on Youtube. Within Super Bowl, the drone light show generated the highest aided awareness ad recall at 53%. 4.9B potential impressions, including over 950 feature articles and over 1200 media hits.

AWARDS
CANNES LION SILVER: Digital Craft, Innovative Use of Technology
CANNES LION BRONZE: Media
ONE SHOW SILVER PENCIL: Branded Entertainment
3 x CLIOS : GOLD, SILVER, BRONZE
2018 WEBBY: Winner & People’s Voice

THE MOMENT AFTER

Within moments of the performance, real time social content gave viewers a peek behind the scenes.

Channels: Broadcast, Facebook, Instagram, Youtube, Twitter