Who Knew Tim Tebow Could Make Guacamole?

Avocados from Mexico has whipped up an integrated campaign that includes an army of brand ambassadors blanketing social media with reminders that avocados are a key ingredient in a football-watching staple, guacamole.

The brand is returning again with a Super Bowl LI spot for the third year in a row and to support that expensive ad, it has recruited 100,000 ambassadors to keep the conversation going long after the Super Bowl spot fades.

There is also a microsite that displays like a mobile phone—come on in Millennials—where visitors can click on any of 19 “apps” to get avocado recipes, join a secret society, win prizes or, if you prefer, be hypnotized by swirling circles of green. Click on the YouTube app and you can watch the Super Bowl teaser.

Now, let’s get to Tebow. A tap on the “Tim Tebow” app lets you know that you can chat live with the Heisman Trophy winner on Facebook on Game Day, the brands first test with Facebook Live #TimTebowLive. Across all of the campaign elements, there are plenty of opportunities for users to tweet and share the content.

An added perk to sharing is a sweepstakes handled by Hispanic agency Richards/Lerma. Those with Twitter accounts will see tweets about the sweeps that include a link to Avocados from Mexico’s Big Game site. When you click the link and share the message that appears using the hashtag #AvoSecrets you are entered into the sweeps for a chance to win one of 4 grand-prize trips valued at a total $40,000.00

A blockbuster social campaign #AvoSecrets already surpassed 1 billion impressions—thanks ambassadors! There is also email and other supporting campaign elements.

Digiday digs into the hows and why’s behind the integrated campaign to share how Avocados from Mexico recruited all those ambassadors, how it keeps them happy, moving content and encouraging shares—and, yes—making guacamole! Read the article …

Watch the Avocados from Mexico Big Game Teaser: