Super Bowl LI media Stunt
CHALLENGE:
Generate and place non-sports media coverage leading up to Super Bowl LI on FOX Sports.
STRATEGY:
Leveraging Lady Gaga’s halftime performance during Super Bowl LI, we tapped legend and FOX Sports talent Terry Bradshaw to engage Gaga with a few questions during a press conference attended by 700 media outlets. After determining that Gaga’s mother is a Steelers fan, Bradshaw closed by handing-off an autographed football to her mom during the press conference. It was a media-generating moment that delivered coverage beyond the traditional sports outlets.
TOTAL AVE $2.4 MILLION
MEASURING SUCCESS:
ENTERTAINMENT TONIGHT GAGA / BRADSHAW – MEDIA VALUE: $801,400
ACCESS HOLLYWOOD GAGA / BRADSHAW – MEDIA VALUE: $585,352
EXTRA STRAHAN FEATURE – MEDIA VALUE: $699,895
ENTERTAINMENT WEEKLY NASCAR PROMO – MEDIA VALUE: $85,306
WSJ NETWORKS BINGE ON SUPER BOWL – MEDIA VALUE: $81,657
PEOPLE MAGAZINE STRAHAN FEATURE – MEDIA VALUE: $134,026
