🏆 CLIO SILVER AWARD WINNER - INTEGRATED CAMPAIGN
Super Mario Bros. Film | Integrated Campaign
Role: GROUP Creative DirectoR
🍄 MORE SUPER THAN EVER BEFORE 🍄
For the record-breaking, blockbuster release of the Super Mario Brothers movie, I led our partnership with NBC Universal, Illumination and Nintendo. Our work turned the Super Mario Bros. Plumbing company into a “real business” that showed up IRL and online to ignite fandom around the world.
CASE STUDY
KICKOFF MOMENT: SUPER BROS / SUPER BOWL SUNDAY
Super Bros. need a Super moment! Our campaign started on Super Bowl Sunday, where an in-world commercial launched locally in the tristate area and featured our working phone number. We brought the local launch idea to NBCUniversal and Illumination, as it made sense for the brothers’ business and cost way less than a Super Bowl spot, yet still had massive reach and potential for earned media. As Mario would say, “Woohoo!”
At the same time in Brooklyn, the bros’ van appeared and a street team dropped our pull-tab fliers — all directing fans to the phone number and site.
If fans called the number, they heard from Luigi (Charlie Day).
If fans text, they could interact with the brothers to apply for “open positions”, play games and get exclusive sneak peeks of the film. Of course, all users were personally invited to the film.
The site was inspired by real-life local plumbing businesses. Nothing fancy on the surface, we imagined what the site might look if the brothers made it themselves.
🍄 Super Results 🍄
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🍄 Super Results 🍄 🍄
The site was visited by over 1.6 Million users and received over 36 Million interactions.
UGC content talking about the site and phone number went viral — video content racked up millions of views. Multiple subreddits popped up where fans shared their personal experience with “the business”. The film was the biggest movie opening of 2023 and with $1.36 billion global box office revenue, it became the highest-grossing video game adaptation of all time.
