#2

Avoc

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from

Mex

ico

Avocados from MexicoScoring Breakdown

PAID SEARCH 6/7 Possible Points• Ad units on all major search engines.

• Campaign themes integrated into ad copy, and tied to brand name.

• Sitelink extensions to drive users to Super Bowl content to a “social first” experience.

• Landing page was campaign-specific, offered valuable information to users, and encouraged sweepstakes sign-up.

SEO 3.5/6 Possible Points• Super Bowl ad-specific landing page.

• Campaign site was mobile-optimized.

• Hashtag in YouTube video and on-air ad provided users with additional search term.

SOCIAL 8/9 Possible Points• Organized game day conversation in advance and during game with

consistent use of #AvosInSpace.

• Engaged with users in real-time, monitoring for casual brand mentions and relevant terms.

• Twitter content responded to gameplay.

• Additional video content was ad-related and extended ad experience.

• Leveraged Scott Baio’s Twitter account to extend the conversation and ad’s storyline during the game.

DIGITAL MEDIA 6/7 Possible Points• Remarketing pixels on AFM main domain.

• Teased YouTube video before the game.

• Ads drove traffic to unique landing page related to Super Bowl ad.

• Won premium ad placement during the game on high-authority sports site: FoxSports.com