These brands wrote a new playbook for Super Bowl ads, and it’s working

Even after the final whistle blew on the Seattle Seahawks’ 29-13 win over the New England Patriots, Rocket’s Super Bowl was far from over. 

Sure, the brand had a Super Bowl ad featuring Lady Gaga singing a Mr. Rogers classic, but that was just the beginning. At 8 p.m. ET, immediately after Rocket and Redfin’s Super Bowl spot aired, the brands released the first of six app-exclusive clues that would roll out over the next 48 hours for users to play a contest in order to win a million-dollar home.