THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project

Game Day Commercials

Entered in Environment & Sustainability, Nonprofit

Objective

Game Day Commercials was designed by Action for the Climate Emergency to “event jack” the cultural moment of the Super Bowl and its corresponding ad blitz in order to engage and persuade young people and consumers about the electric vehicle (EV) cost-saving incentives in the Inflation Reduction Act (IRA). Our goals were to:

  1. Get content creators to produce over-the-top and zany “commercials” to make the complex climate policy within the Inflation Reduction Act more digestible
  2. Run the creator content as ads with real-time targeting during the Super Bowl 
  3. Reach millions across organic and paid social channels
  4. Conduct research among our young target audience to test whether our campaign: 1) increased knowledge of the tax credits available in the Inflation Reduction Act make an EV purchase more affordable; 2) persuaded them that owning an EV would result in more cost savings than gas in the long run; and 3) increased interest in EV purchasing

Strategy

For Game Day Commercials, we deployed a coordinated organic and paid influencer marketing campaign to socialize the Inflation Reduction Act’s tax credits for electric vehicles and persuade viewers to consider taking advantage of them. Following the campaign blitz, we ran a corresponding randomized control trial to test the efficacy of the content we produced.

 

Step 1: Creator Marketing

 

Step 2: Paid Advertising

 

Step 3: Randomized Control Trial

Results

Creator Marketing:

 

Paid Advertising: 

 

Research:

Media

Video for Game Day Commercials

Entrant Company / Organization Name

Action for the Climate Emergency (ACE)

Links

Entry Credits