It may be hard to top Avocados from Mexico’s Super Bowl campaign from last year featuring Kristin Chenoweth, talking dogs, and digital activations, but the Irving-based marketing group is giving this year’s Super Bowl promotion another high-tech sheen—this time, with blockchain. The campaign is its #AvoNetwork digital experience running from January 16 through February 2.

The AFM Big Game campaign represents the first brand to put its digital campaign assets in blockchain through AFM’s partnership with Vatom Labs co-founder Reeve Collins, according to a statement. AFM is offering Vatoms—smart media objects with real-world value—to people participating in the #AvoNetwork experience.

“I’m thrilled to partner with the Avocados From Mexico digital team and partner agencies for this campaign,” said Collins in a statement. “They are always early adopters of interesting technology to showcase what’s coming next and what’s going to be impactful.”

People can engage with the AFM campaign through Twitter by retweeting the campaign’s tweets as well as tweeting using the #AvoNetwork hashtag for the chance to win a $2,745 designer tiara—or just walk away with the cash.

Users can also create a digital wallet through the AFM Big Game website with the chance to win more than $30,000 in prizes by collecting Vatoms when sharing AFM news or following its social media channels. Users save Vatoms in their digital wallets with each blockchain object worth an entry for a chance to win prizes.

“When we conceptualize our digital campaigns, we don’t look to the present. We look to the future to incorporate those breakthrough technologies that are likely to reshape marketing as we know it,” Ivonne Kinser, head of Digital Marketing at Avocados From Mexico, said in a statement. “We are constantly researching for new and innovative marketing strategies to help push our industry forward.”

The brand has a history of successful Super Bowl promotions including being recognized by MERKLE Bowl Reports for the top three best digital Big Game activations over the last five years. For 2020, the Avocados From Mexico campaign will include digital marketing channels across search, social, web, CRM, and display. A number of groups were involved in the full campaign including Richards Lerma, 270B, Ro2 Media, D Custom, MERKLE, and M8.

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