The Joy of Bad Juju

Overview

When the Big Game came to New Orleans, we saw an opportunity to steal the spotlight for PETERMAYER, without a Super Bowl budget. Our strategy? Tap into the joy of competition and the cultural power of fandom. We conducted original research to explore how rivalries shape identity, and how hating on the other team can be just as joyful as loving your own.

Execution

We rolled out a week-long campaign built around one core insight: fandom creates both love and hate — and both are powerful motivators.

The activation included:

• A partnership with reality TV personality Trishelle Cannatella
• A ten-foot-tall referee voodoo doll paraded through Bourbon Street
• A weekend-long social partnership with ADWEEK
• Thought leadership content that featured original Brand Joy Lab research
• A wire release the day after the game to claim credit for the outcome of the game

As fans cheered, jeered, and stabbed the doll with pins, we created a moment that turned culture into national conversation.

Results

Our campaign reached fans and marketers alike, with coverage across:

• 220M+ combined PR and social impressions
• 35,000+ engagements from fans and followers

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