Challenge
Launching its first Super Bowl spot around the theme of food porn, the two-year-old brand desired to make a cultural splash with their target ”BRO” audience.
Launching its first Super Bowl spot around the theme of food porn, the two-year-old brand desired to make a cultural splash with their target ”BRO” audience.
Campaign
DEVOUR turns food porn into real porn where our "BRO" target is actively engaged leading into the big game:
Pornhub, the world's leading free porn site.
DEVOUR turns food porn into real porn where our "BRO" target is actively engaged leading into the big game:
Pornhub, the world's leading free porn site.
Identifying the most popular search terms, we hacked the site's SEO and delivered personalized content designed to insatiate any BRO's taste buds.
Instead of "S&M," we served up "hot sausage and mozzarella."
We offered "meals I'd like to fork" to any fan looking for "MILFs."
We treated "BDSM" enthusiasts to "bouncy delicious savory meats."
We offered "meals I'd like to fork" to any fan looking for "MILFs."
We treated "BDSM" enthusiasts to "bouncy delicious savory meats."
Results
In just six hours, we garnered over 51.1 million paid impressions, 25 million earned impressions, 1.6 million video views, and was covered by multiple media outlets including The Wall Street Journal.
In just six hours, we garnered over 51.1 million paid impressions, 25 million earned impressions, 1.6 million video views, and was covered by multiple media outlets including The Wall Street Journal.
Creative Director