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Archer x Usher ‘Coming Home’ Campaign

United States

Aviation

Campaign Creation

US-based Archer Aviation is a company pursuing the long-held dream of the ‘flying car. To introduce their Midnight eVTOL (electric vertical take-off and landing) to the mass market and generate wide brand awareness, the brand appointed Infinity Market Team, a member of Pico Group, to design a social media campaign during the 2024 Super Bowl in mid-February.

The team leveraged the momentum of Usher’s Superbowl Halftime Show and an integrated brand experience by maximizing reach through the power of influencers and media. The groundbreaking ‘Coming Home’ story served as the ultimate vessel to welcome in the new era of transportation.

activation

Insight

A key element of the campaign was a partnership with Usher, who delivered an attention-getting live performance during the Super Bowl halftime show and helped activate Archer on popular social media platforms Instagram and TikTok. The campaign enjoyed most of the benefits of a Super Bowl advertisement but without the heavy cost.

Solution

The hero post

The team invited Usher, the headliner of the Super Bowl halftime show, to post a content piece about Archer within 24 hours of his performance. The post included links to the client’s accounts @adamgoldstein.archer and @flyarcher, directing viewers to the brand’s pages. This approach not only helped increase brand awareness worldwide, but also leveraged the reach and momentum of Usher and industry influencers.

Social media amplification

Within 10 hours of Usher's hero post, the team identified audiences in different verticals and invited five renowned influencers to reach an audience of more than 100 million on Instagram and TikTok with Archer’s Midnight aircraft, helping the brand gain a significant advantage in the market.

Results

The campaign was a resounding success, with the following outcomes:

Total combined reach: 112.06 million+
Total combined views: 5.35 million+
Total combined engagement: 510,700+
Total earned media impressions: 22 million+

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