Super Bowl Campaign

Fetch Rewards
X
General Mills

Role:
As Fetch’s Senior Producer and Production Lead, I directed the full production lifecycle for both the national Super Bowl commercial and Fetch’s first-ever live in-app event. I hired and vetted best-in-class external partners—Sweet Ricky for the broadcast spot and Monks for the livestream—to ensure premium execution under unprecedented timelines. I collaborated across creative, engineering, UX, design, and product teams to align vision, refine scripts, coordinate production logistics, manage approvals, and keep parallel workstreams moving. My role served as the connective hub for all partners and internal teams, guiding the entire Super Bowl initiative from concept through delivery.

Project Purpose:
Fetch’s debut Super Bowl appearance presented a rare opportunity to elevate brand visibility on the biggest advertising stage in the world while delivering a groundbreaking, real-time engagement moment inside the app. The initiative aimed to build national excitement through a premium, 30-second broadcast commercial and activate millions of users with a high-stakes, live in-app giveaway during the final two minutes of the game. This dual-track approach positioned Fetch as an innovative, entertainment-forward brand capable of operating at Super Bowl scale.

Deliverables:
We delivered a fully integrated Super Bowl campaign, producing the 30-second national broadcast spot, a platform-stability livestream test, the live in-app Super Bowl event, and a recap video capturing the campaign’s impact.

The results demonstrated the scale of the work:

  • 3.2M fans visited the app during the event

  • 1.3M Game Day sign-ups

  • 57 years of collective view time

  • 9 minutes 21 seconds average watch time per viewer

A total of 120 winners across the country amplified the moment with real-time reactions, turning the campaign into a national, second-screen event that showcased Fetch’s ability to deliver at Super Bowl scale.

The Concept

“The Big Reward”was born from a bold idea: what if we gave away $10,000 every second during the final two minutes of the Super Bowl? As the last ad to air on Game Day, the spot featured Fetch Founder and CEO Wes Schroll delivering a simple, genuine message about how Fetch gives people something to celebrate every day.

The Spot

No celebrities. No gimmicks. Just Wes, inviting viewers into the Fetch app where the real magic happened. After the ad aired, Fetch launched a live, in-app sweepstakes giving away $1.2 million in real time, turning a 30-second commercial into an unforgettable, interactive experience.

The Results

  • 3.2M fans visited the app during the event

  • 1.3M Game Day sign-ups

  • 57 years of collective view time

  • 9 minutes 21 seconds average watch time per viewer

Marketing Surround

A campaign of this scale needed more than just a Super Bowl ad. It required a seamless, cross-channel strategy to drive engagement before, during, and after the event.

Fetch used a powerful mix of:

  • Email marketing to build anticipation and educate users on how to participate

  • Mobile push notifications to remind users to open the app at the right moment

  • In-browser messaging to keep the campaign top-of-mind for website visitors

  • In-app messaging to guide users through the giveaway experience

  • Screenshots of a promotional app called Fetch with neon-themed graphics, promoting a big game event and a giveaway of $10,000 every second during the final two minutes of the game. The screens feature a purple background, neon eye, and star illustrations, along with text about the event and a call-to-action button.
  • Computer monitor displaying a promotional neon sign for a reward event with a QR code, placed on a white desk with a white keyboard, mouse, and minimalist vases with dried flowers.
  • A promotional image for Fetch featuring a metallic case emitting purple smoke, with the text "Fetch is bringing the big reward to the big game" above it, against a dark, smoky background.
A stage with a purple neon sign that reads 'fetch America's Rewards App' and a neon outline of a dog. There are several briefcases stacked on the stage, a large open briefcase with a sign displaying '$10,000' and stacks of cash inside, and orange coi
People in colorful costumes performing or practicing on a brightly lit stage with a disco ball, neon signs, and stage equipment, preparing for a show or event.
A black case with a digital display showing "$10,000" in orange text. The case is filled with stacks of U.S. dollar bills, and in the background, neon signs display the words "Tech" and
People working on computers in a dark room, likely a control or editing room with multiple monitors and electronic equipment.
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