Butterfinger may have not been an official sponsor of the NCAA's first-ever playoff, but that didn’t mean it couldn’t be a part of the conversation. To do it, we one-upped the competition (and official NCAA sponsor) Reese’s ‘Perfect’ campaign, creating three videos that celebrated the ‘Perfecter’ Butterfinger Cups.
Then, the day of the championship game, we live-tweeted the broadcast and interacted with consumers, other brands, and popular twitter accounts like @NOTSportsCenter. We got @Butterfinger over 1.8 million impressions, saw #Butterfinger trend, and were recognized by AdWeek for our efforts. By the time the final whistle blew, Butterfinger’s unofficial presence had been officially felt.