Fetch, a shopping rewards app, is making its Big Game debut with a big giveaway. Calling the campaign “The Big Reward,” the company will air a 30-second ad in the fourth quarter that promotes a $1.2 million sweepstakes.
At the two-minute warning in the game, Fetch plans to give $10,000 in cash to 120 individuals who download its app and tune in to a livestream. In addition to that $1.2 million giveaway, Fetch plans to give away another $1 million in cash and prizes after the livestream, a spokeswoman said.
Shopping rewards app Fetch to make its Super Bowl debut with a $1.2M giveaway
“Halfway through last year, we had all these agencies come in and pitch us,” said Wes Schroll, Fetch’s founder and CEO, noting that the ideas were creative but “felt like a commercial and that didn’t resonate with us.”
Fetch decided to go with its own internally created idea instead of what the agencies pitched, he said.
“At the end of the day, the only people we want to make sure understand who we are is the consumer and it felt strange not to be giving them value,” he said.
The company is working with Monks on the livestream. Monks also created the teaser spot running this week, though the Super Bowl spot was created in-house at Fetch.
The Super Bowl has become a regular stage for large-scale giveaways and sweepstakes in the last decade. Marketers including Esurance, Coinbase and, most recently, DoorDash, have all engaged in the strategy in recent years. Last year’s DoorDash giveaway was estimated to be worth $480,000.
Brand awareness
Schroll will appear in the Super Bowl spot as well as the teaser announcing the effort that will run on Fetch’s digital channels and include paid social. Founded over a decade ago, Fetch began seeing growth in 2017 and became profitable in 2023, Schroll said. It currently has around 12 million members on its platform.
“About 1 in 10 U.S. households use it but our brand awareness is very low,” Schroll said, noting that previously, Fetch has grown primarily through friend and family referrals. “We can absolutely pull off some sort of event that will get people to know what Fetch is.”
In recent months, Fetch started to invest in some TV advertising during Major League Baseball as it seeks to grow its familiarity with consumers. At a time when many consumers are squeezed by inflationary pressures, Schroll thinks Fetch’s value proposition will resonate, especially with a giveaway.
“Inflation has stabilized, but it still stabilized at a level that is double-digit percentage higher than where it used to be and it’s not like people’s incomes match with that—there’s this discrepancy of less money to spend on the things you want,” he said.
Rakuten, another shopping app that also offers rewards, has previously advertised in the Super Bowl but will not be running an ad this year, a spokesman confirmed.