The brief was to help Nest challenge category norms and position Nest Cam as more than just a security and surveillance camera.
We spotted a last minute opportunity to piggyback the Superbowl with an idea that celebrated Nest Cam’s ability to capture moments of joy (and despair) in the home.
Borrowing from the Goggle Box phenomenon we turned the cameras onto the fans to broadcast live reactions to the match’s biggest moments across social. We worked with Nest to edit real-time reactions, tapping into trending hashtags to engage with the game in a genuine way.
Using our RealStoryNetwork we cast 30 homes from Alaska to Florida to take part in the live activation.
In the week following Superbowl, brand conversation increased in volume by 22% with record positive product sentiment.