The marketing equivalent of a fake punt.
In recent years, Domino’s has been shut out of Super Bowl marketing because one of their competitors (who shall go unnamed) is the official pizza sponsor of the big game. When the Super Bowl was held in New Jersey in 2014, the date also happened to coincide with Groundhog Day. So we pitched the idea of being the official pizza sponsor of that national event to Domino’s. Using Hall of Fame quarterback Jim Kelly as our spokesperson, we teased Domino’s sponsorship — using double entendres that left it up in the air which event we were talking about. We finally revealed the truth, but not before the campaign garnered thousands of view and likes, all for a fraction of what a Super Bowl sponsorship would cost.