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Game Day Commercials

Action for the Climate Emergency (ACE) PROJECT
Game Day Commercials by Action for the Climate Emergency (ACE)

credits

Title
  • Game Day Commercials
Entrant
  • Action for the Climate Emergency (ACE)

About This Project

Summary

Game Day Commercials was designed by Action for the Climate Emergency (ACE) to “event jack” the cultural moment of the Super Bowl and its corresponding ad blitz. We enlisted content creators to help make the complex climate policy within the Inflation Reduction Act - specifically the cost-saving tax credits/incentives for electric vehicles - digestible and entertaining enough to engage and educate a young audience through microvideos.

Goals & Objectives

1) Hire creators on TikTok, IG and YouTube to produce humorous & zany fake "commercials" about the real EV incentives within the IRA, 2) Run these videos as ads with real-time targeting of keywords associated with actual EV commercials that aired during the 2024 Super Bowl, and 3) Reach millions

Results & Impact

ACE hired 7 creators (creators cross-posted on multiple social channels) to produce these "commercials" around the EV incentives. The videos brought in 2.63 million organic views across TikTok, YouTube & Instagram, supplemented by another 5.5 million in paid reach across Meta, Google & TikTok.

the team

Breena Cocco
  • Director of Creator Marketing
  • Action for the Climate Emergency (ACE)
Allie Cohen
  • Senior Creator Marketing Manager
  • Action for the Climate Emergency (ACE)
Janai Cornwell
  • Associate Director of Paid Media
  • Action for the Climate Emergency (ACE)