There is only one event where viewers look forward to the ads as much as the main attraction. The Big Game is, for lack of a better metaphor, the biggest game in advertising. Last year was ADT’s first appearance on the national Big Game broadcast and the kickoff of our partnership with the Scott Brothers, Drew and Jonathan Scott, who are actual longtime ADT customers. The response was fantastic and currently has more than 25 million views on YouTube.
But while the visibility and feedback to our first Super Bowl ad was extremely positive, we wanted to try a few new things this year. As consumers' appetite for new media sources increases, they are consuming Big Game content in new ways. In fact, a study by Communicus found that only 10% of consumers remember the average Super Bowl ad and know the brand being advertised. So, in 2020, we saw an opportunity to expand our reach by tapping into different platforms to share our news.
This year, we once again teamed up with the Scott Brothers in an original brand campaign that aimed to reach consumers in new ways. We kicked off our campaign on Jan. 20 with an assortment of fun and witty spots and ads that aired on national TV, digital and social focusing on achieving one goal: getting people to tune in on game day. The spots included appearances by some Big Game regulars like Clydesdale horses, cute puppies and more.
But why? Why were we encouraging people to tune in?
On Feb. 2, game day, we revealed the reason and some other big news via traditional broadcast, online and social aiming to reach consumers at every turn.
ADT is in the business of helping keep people safe, and a recent study from the UC Davis Violence Prevention Program suggests that when people tune in to sporting events, crime goes down - up to 25 percent during major sporting events, like the Big Game. Similarly, ADT national alarm data from 2019 showed a 20 percent decline in average daily alarm events on the Big Gameday.
Those who tuned in to the Big Game not only helped potentially reduce crime, they also saw ADT’s newest spot featuring the Scott Brothers announcing the crime reducing findings as well as unveiling the new ADT Pass the Protection Contest where one lucky fan will win a quarter-million-dollar home makeover by the Scott Brothers, along with a professionally installed ADT smart home security system with three years of professional monitoring by the leading smart home security company.
So, if you tuned in, thank you for helping to potentially reduce crime and also, why are you still reading this post? Go enter the ADT Pass the Protection contest for the chance for a Scott Brothers home makeover of a lifetime! The contest will run from Feb. 2- March 16 and people can enter by posting on Twitter, Instagram or Facebook by following the steps on www.adt.com/passtheprotection.
 No purch. necessary. Void where prohibited. Ends 3/16. Must be 18+ & homeowner as of 2/1/20. Official Rules here.