Monster's deep understanding of Twitter lead us to a novel thought: What if we purposefully made a mistake – awakening the Twitter trolls – on the biggest marketing night of the year? Hence the Super Bowl mistake tweet was born.
Monster and BBDO worked together to develop creative that would utilize a unique function on the Twitter platform: When you post an image, that image is auto-cropped for display on mobile and desktop and a user can expand to see the full picture.
With this in mind, we developed out two images: One celebrating a Patriots victory in the Super Bowl, one celebrating the Seahawks. The idea was to intentionally deploy the wrong one, once the game clock expired.
How did we tie it to the brand? If you fully exposed the image, you'd see that it hid a Monster job search bar for a new social media manager.
There were thousands of retweets, favorites, comments and responses coming in every minute as a result. In fact, we are aware of several thousand engagements that were later deleted or undone once they expanded the image and realized the joke.
The audience also quickly began to self-police: With some commenters coming to Monster's "rescue."
The stunt resulted in a variety of press hits in Marketing/PR trades as well as mainstream online outlets. And all that exposure for nearly no financial investment.