Squarespace asked for a 30-second Super Bowl TV ad to explain that no matter how out there your idea is, when you build a beautiful website for it on Squarespace, it becomes something the world can’t ignore. But we needed to stand out on the biggest ad day of the year – so we decided to do something different. Instead of a TV spot, we made a real-world product demonstration that proved their proposition. This wasn’t a Super Bowl stunt – it was a real project. This was the ultimate product demonstration for a product with the power to turn wild ideas into successful businesses.
This demonstration was Jeff Bridges Sleeping Tapes: An album of stories, relaxing music and guided meditations featuring Jeff’s voice with sales proceeds going towards Jeff’s charity – No Kid Hungry. But the album was just a way to get people to interact with his website, DreamingWithJeff.com, built using Squarespace audio players, social sharing and eCommerce functionality. Or even to just watch, listen, and even dream to branded content. Every touchpoint became an opportunity to increase awareness of Squarespace and understanding all the things it could do.
The Super Bowl spot was regarded as one of this year’s best in audience go-to publications like The New Yorker, The Onion and Esquire. The project received international press coverage and trended worldwide on Twitter.
DreamingWithJeff.com saw 3.5M visits and 14.5M track streams.
The album received strong reviews from many influential music publications (7.8 on Pitchfork), and spent 10 weeks on the Billboard New Age Music Charts, peaking at Number 2. Publications like Rolling Stone, Pitchfork, WSJ and Esquire covered the project as if it were pop culture.
Proceeds from album sales provided meals for over 2.5 million children.
The online videos and tutorial from Jeff received millions of views.
The campaign ranked as 'Best in Class' for Ad Recall and had a lift in Brand Interest, while Squarespace saw a 40% increase in brand awareness, 167% increase in search behavior and 18% increase in intent to purchase.
Just less than a year after launch, Jeff Bridges’ Sleeping Tapes continues to be called out and referenced in culture – with both Vulture and New York Magazine calling the album out in their 2015 Holiday Gift Guides.