For the U.S., the Super Bowl isn’t just the biggest night in sports—it’s a battleground for brands looking to make a lasting impression.
This year, Fetch made an unforgettable entrance with its first-ever Super Bowl ad, introducing 127 million viewers to “America’s rewards app” in spectacular fashion.
With a high-stakes giveaway and a cross-channel marketing strategy, powered in part by Iterable, Fetch turned a single 30-second spot into a fully immersive experience.
The Big Reward: A First-of-Its-Kind Activation
Fetch may be new to the Super Bowl, but the rewards app has already been wow-ing its user base. With nearly 6 million 5-star reviews, consumers can shop with over 600 brands in the Fetch app, redeeming points for free gift cards.
And Super Bowl LIX was its biggest game yet.
This year, Fetch took its mission of rewarding people for what they buy and how they live to the biggest stage in advertising—this time, rewarding them just for watching.
As Fetch explained on its website, here’s how the campaign worked:
“After the fourth quarter’s two-minute warning, Fetch gave away $10,000 to 120 winners — one for every second of remaining regulation game time. It all unfolded in real time on the Fetch app, creating a nationwide moment of excitement that brought rewards directly to fans.”
Giving away a total of $1.2 million was a massive investment on Fetch’s part—and that’s in addition to the resources spent on producing the advertisement. CBS reports that advertisers “shelled out close to $8 million on average for a 30-second spot during Super Bowl LIX.”
But when you consider the jaw-dropping results, it’s clear Fetch received as big of a reward as it gave:
- 3.2 million people visited the Fetch app
- 1.3 million signed up to earn rewards
- The average view time per person was 9 minutes, 21 seconds
- The collective view time was 57 years—the equivalent of watching more than 155,000 consecutive football games
“Fetch’s entire purpose is to create excitement and reward our users. With The Big Reward, we inspired the audience to take action, and we kept them engaged with an authentic, engaging livestream experience. $10,000 is a life-changing amount of money, and we’re grateful we were able to make a real difference for so many fans across the country.”
~ Jessica Balis, Senior Director, Marketing Operations at Fetch
Cross-Channel Marketing for the Win
A campaign of this scale needed more than just a Super Bowl ad—it required a seamless, cross-channel strategy to drive engagement before, during, and after the event.
Fetch used a powerful mix of:
- Email marketing to build anticipation and educate users on how to participate
- Mobile push notifications to remind users to open the app at the right moment
- In-browser messaging to keep the campaign top-of-mind for website visitors
- In-app messaging to guide users through the giveaway experience
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Fetch’s success was dependent on creating a frictionless user experience that made it easy to engage, wherever customers are. With the real-time nature of this ad campaign, it was critical that users were in the right place at the right time.
Iterable’s customer communications platform enabled Fetch to orchestrate its email, mobile, and in-app messaging without a hitch.
“The Big Reward campaign was all about activating and expanding our audience during the most exciting moment of the year. By leveraging Iterable to execute a full cross-channel strategy at scale, we kept our users engaged from start to finish.”
~ Anne Haley, Director of Marketing Operations at Fetch
Powering Innovative Campaigns With Iterable
A campaign of this magnitude doesn’t happen by accident. If you’re looking to turn your brand’s big moments into high-impact, cross-channel experiences, Iterable can help.
Reach out and request a demo of the Iterable platform today to power your next big marketing moment.
