In place of the Super Bowl ad it couldn’t afford, Newcastle has chosen to use a promoted post on Reddit for its Newcastle Brown Ale.
Essentially, Newcastle’s promoted post on Reddit is an ad… for an ad, or at least, a campaign. The promoted post asks Reddit users to tell Newcastle what kind of ad they would like to see:
So tell us what you’d like to see in your ideal big, gimmicky S**** B*** ad, and we’ll show you the ad we would’ve made for reddit. We want to make an ad so effective, it’ll make every redditor empty their wallet and fill it with smooth, refreshing Newcastle Brown Ale. So give us your free ideas, and we’ll turn them into free marketing. Won’t you help us help you buy Newcastle?
With more than 600 comments, Newcastle’s promoted post points users to the site IfWeMadeIt.com, where the beer company has posted a number of videos, including a “Behind the Scenes” spot, focus groups reacting to the “Mega football ad we didn’t make,” and a trailer for the nonexistent Newcastle Super Bowl ad.
Expanding on the idea that the beer company can’t afford to produce or buy a Super Bowl ad, Newcastle’s site includes the lead-in, “Welcome to the mega huge website we could afford for the mega huge football game ad we couldn’t afford.”
The featured video is a spoof “Behind the Scenes” spot starring former NFL player Keyshawn Johnson.
The site also has a behind-the-scenes spot with actress Anna Kendrick, who jokes about the commercial she was offered that Newcastle can’t even run and, “Am I beer commercial hot? No. But I love a challenge.” It’s not yet available for us to embed, but you’ll find it here.
Another “Coming Soon” image seems to be a place holders for the spot Newcastle is creating using ideas based on what Reddit users would like to see.
The closest thing to a Super Bowl ad posted on the site is Newcastle’s “Really, Really Cheap” ad, that comes with the tagline, “Newcastle’s cheap ad we made for the pricey ad we didn’t make.”