On social, we began to tease out parts of the Super Bowl spot piece by piece in conjunction with messaging meant to intrigue and delight and give hungry super fans a chance to see the car first.

We also created shareable GIFs that brought the car to life, like this breathing NSX engine, imbedding them across social channels for fans to discover and share. 

Even regular banners were thoughtfully considered, using obscured or darkened imagery of the car only super fans would recognize, with messaging relevant to their knowledge of the car's upcoming release. 

Billboards across the city proudly displayed the car in multiple angles, promoting the famous Super Bowl Sunday airtime. 

Billboards in high traffic areas hyped the upcoming Super Bowl Sunday, giving fans a tease of what they might see. 

Rich media banners placed on fan trafficked websites gave fans a glimpse into the spot. Each rich media banner revealed a different segment, giving people more to discover with each click.

After the spot aired, word spread. To give fans a more interactive platform to learn about the car and it's technical achievements, we translated each David Lee Roth soundbite from the spot into an NSX bragging right. "Ooooh" became it's one of a kind engine cooling air filtrations system, while "Aaaah" spoke to its super handling on the road.

When the spot aired, the online tool to create your own NSX had not yet been released. As fans waited to create their own NSX, we used the spot to divert from the delay, instead giving fans consumable content in the form of videos, behind the scenes, and design driven learnings to continue the hype.