Super Mario Bros. | Worldbuilding Digital Campaign
Role: GROUP Creative Director, WriteR
Ahead of the movie’s record-breaking blockbuster release, we turned Super Mario Bros. Plumbing company into a “real business”, igniting fandom and online conversation.
1.6 MM Visitors — 36 MM Interactions
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1.6 MM Visitors — 36 MM Interactions 🍄
Super Bros. need a Super moment, so our campaign started on Super Bowl Sunday, where the SMB Plumbing commercial launched locally in NYC.
At the same time, an on-the-street team dropped our pull tab fliers to direct fans to the phone number and site.
Once fans called the number, they heard from Luigi.
We were inspired by local businesses and imagined what the brothers’ site might look - or how it might function - if they had made it themselves. A phased rollout gave fans multiple reasons to come back. Broken links were “fixed” to reveal exclusive drops, Kirby was hiding in the code and clickable stickers unlocked to reveal new sounds.
We partnered with Community to build a text campaign that supported the site. Coming soon…