Early Super Bowl Wins: GoPuff x Lil Dicky
Super Bowl marketing is its own beast. I tend not to get caught up in a lot of the big, traditional TV blockbusters, but I’ve always had a soft spot in my heart for those brands that operate around the fringes. The folks who might not have the scratch to pony up for the massive TV spot (or the desire, frankly), but would feel more comfortable operating around the fringes. Leveraging the event without being a part of the event. Newsdrafting in the classic sense (shout out to one of my oldie-but-goodie Newcastle spot with Anna Kendrick).
Well, GoPuff has entered the chat.
Loved this on multiple fronts. It feels brand-right, which is less a scientific thing than a gut one. Lil Dicky himself delivers and the notion of a “quartertime show” is just one of those how-did-someone-not-think-of-that (maybe someone has) creative ideas that provides a springboard for activation.
The non-cameo-cameo by Cardi B gives it another layer of news-making juice and is, in itself, a nice little product integration for Cardi’s own vodka-infused whipped cream shots.
Plus, it all makes strategic sense from a timing perspective. Yes, the Super Bowl and all of its marketing circus raises the antenna for consumers, press and the industry. But it’s also an event where folks will be gathered together and just may want to order something for quick delivery without leaving the comfort of their couch.
Touchdown, GoPuff.
