Marpac

The Idea: Advertising is silly. And this might be the silliest thing I have ever worked on. But also the most fun. We invented a sport so that our client, Marpac (now Yoga Sleep), maker of a white noise machine, could sponsor the championship of that sport. Then we partnered with College Humor and through Facebook Live broadcasted the four-hour “live” airing of that championship. Of course, this “live” broadcast was a 4 hour infomercial to get people to enter to win the very same white noise machine these super-sleepers were using on this brand-new-sport’s greatest stage. And it worked.

The Results: Within 72 hours we earned 2.7MM views, 8.2K shares and 9.6K comments. 

From 10 PM to 2 AM one Saturday night, this is what viewers watched.  And watched. And watched.