Adobe Celebrates Best 'Off the Field' Brands

While everyone was debating which Super Bowl ad is the best, Adobe showcased celebrated the brands playing “off the field” through real-time marketing online.

Adobe and ad agency Goodby Silverstein & Partners (GSP) created a business-to-business campaign in which marketers were rewarded during the game for their social media strategies.  

The new video, “Quiet", plays online only and was shared via Adobe’s Twitter handle (@AdobeMktgCloud). The ad comically shows the over 50% of Super Bowl viewers who were using a mobile device while watching and the over 25% who say they will be using their device “constantly.”

Those stats and others were quantified through Adobe’s Digital Index, a tool developed by Adobe and GSP to measure not only TV impressions but also online and social impressions. Adobe sponsored the Ad Meter on the USA Today website before and after the game, providing data for media outlets leading into the game and an “inside the numbers” postgame report including Adobe’s social rankings of the brands that trended.

Adobe’s social team and GSP selected the best online marketing by engaging in positive conversations with brands and even rewarding advertisers’ Twitter “war rooms” by sending them gift baskets to help them power through the game. Because if you have to work on a Sunday, there better be at least snacks.

Check the video at: http://adobe.ly/gameday

Credits

Client: Adobe

Agency: Goodby Silverstein & Partners

Partner: Rich Silverstein

Creative Director: Will Elliott

Associate Creative Director: Patrick Knowlton

Art Director: Bryce Cline

Copywriter: Kate Baynham

Director of Production/ Associate Partner: Tod Puckett

Executive Producer: Cat Reynolds

Broadcast Producer: Sara Krider

Associate Partner: Todd Grantham

Account Director: Joel Giullian

Account Manager: Melody Cheung

Business Affairs Manager: Chrissy Shearer                               

Brand Strategy Director: Brendan Robertson

Director of Communication Strategy: Christine Chen

Communication Strategy Director: Michael Jenkins

Sr. Communication Strategist: Nicole Richards

Communication Strategist: Caitlin Neelon

Jr. Communication Strategist: Devon Lynch

Senior Ad Operations Manager: Hannah Bell

Research & Analytics Strategist: Jason Danker

Production Company: Prettybird

Director: Isaiah Seret         

Co-Founder / Executive Producer: Kerstin Emhoff         

Vice-President / Executive Producer:  Ali Brown           

Head of Production: Tracy Hauser           

Line Producer: Bridgitte Pugh       

Director of Photography: Matthew Lloyd

Production Designer: Richard Lassalle                                                                                                                          

Editing House: Cut + Run

Editor: Pete Koob

Assistant Editor: Russel Fong

Executive Producer: Deanne Mehling

Producer: Kelly Koppen

VFX/Finishing: Ntropic

Creative Director/Flame Artist: Nathan Robinson

Flame artist: Maya Korenwasser-Bello

Flame artist:  Matt Tremaglio

2D/3D animator:  Matt Dernlan

Producer: Jenna Lohouse

Color: Company 3

Senior Colorist: Sean Coleman

Producer: Matt Moran

Music House: Beacon Street Studios

Composers: Beacon Street Studios

Executive Producer: Adrea Lavezzoli

Recording Studio: One Union Recording                                                            

Audio Engineer: Joaby Deal

Audio Producer: Lauren Mask