From Fortune Magazine
3. They bet on a risky ad strategy and won
84 Lumber’s Super Bowl ad was intended to make a “patriotic” statement that portrayed the U.S. as a “great land of opportunity.” That’s according to an interview Rob Schapiro, chief creative officer at ad agency Brunner, who was interviewed by Business Insider.
Marketing analysts the newspaper spoke with said that airing an apparently political ad during the Super Bowl was risky. And during consumer tests before the event the ad reportedly performed poorly—largely because it didn’t reach a conclusion.
By Monday morning, however, it seemed the ad had hit its target: traffic to 84 Lumber’s website was so intense that the site crashed in the wake of the its broadcast, People reported.
http://fortune.com/2017/02/06/84-lumber-super-bowl-ad/
This was a terrible ad, it raises brand awareness, in a context that has nothing to do with their product.
I suspect that the notoriety will be short lived. Their sales numbers will tell the story.
LOL so they thought the website was shutdown due to positive feedback?!?!?