Super Mario Bros.

For the first time in history, people were excited to look for plumbers. That’s because, for "The Super Mario Bros. Movie," we turned everyone’s favorite video game plumbers into a fully legit business. SMB Plumbing launched with a Super Bowl commercial, and the buzz that followed can only be described as: Mamma Mia! The campaign featured a throwback website straight from the bros themselves, constantly updated with Easter eggs, hidden sound effects, warp pipe 404 pages, and exclusive posters stashed behind manhole covers. Then, on Mario Day, phase two went live with a fully functional chatbot, a touring Mario Bros. plumbing van, and real job openings you could apply for directly on smbplumbing.com. And yes, fans were actually hired! The campaign’s performance was record breaking. The site attracted over 1.6M unique visitors and generated more than 36M interactions. Social engagement went through the roof, with TikTok videos hitting 10M views and YouTube clips surpassing 7M. Super Bowl buzz translated to a 42% increase in social mentions and a 28% lift in trailer awareness, while media coverage reached an estimated audience of over 200M globally. This small Brooklyn business didn’t just go viral, it became a fully playable, shareable, headline grabbing world. Yahoo!