Super Mario Brothers Plumbing

Universal & Illumination | Website & Digital Strategy  | 2023

[the gist]

The Super Flush – the biggest simultaneous toilet flush happens every at the start of halftime at the Super Bowl. To help Mario and Luigi launch their new business, this was one pivotal plumbing moment we couldn't let go down the drain.

SMBPlumbing.com was revealed via an exclusive local ad in Brooklyn and Queens on Super Bowl Sunday (as well as some aptly placed fliers IRL). Fans who visited the site were treated to a site full of easter eggs for super fans including a special message from Luigi (aka Mr. Charlie Day) if you called for an appointment. Savvy fans were bursting with excitement and the reveal sprang a major leak on social (that’s 10s of thousands of Tweets). 

[the outcome]

: #2 most watched video on YouTube Super Bowl Sunday (behind Rihanna's halftime show, because obviously) 

: 35MM interactions & 1.6MM global visits

: Why The Animated Super Mario Bros. Shattered Box Office Records - Deadline

: Super Mario Bros. Movie Reveals Plumbing Website - Variety

: SMB Movie’s Latest Ad is an Ad for Super Mario Bros. Plumbing - IGN