Airing a Super Bowl ad is a favored way for large brands to raise awareness, tapping into one of the most viewed television events in the world. Do these brands consider that there may be more to gain from this event than simple viewership? Popular health brand, Avocados From Mexico has decided to use the Super Bowl to boost one of their biggest campaigns to date, the House of Goodness.

The House of Goodness is a campaign all about marrying the concepts of marketing, sales, and data through one idea. A core element of the campaign is a 30 second Super Bowl ad, where former NFL quarterback Drew Brees will invite viewers to the digital experience. The invite takes viewers to a digital house where each room contains avocado offerings—from merchandise to recipes. On top of all of this, Avocados From Mexico has a sweepstakes leading up to the Big Game, where a winner will receive $100,000 in renovations to their home.

The House of Goodness campaign demonstrates the savvy of Avocados From Mexico’s executives. The brand efforts combine to raise awareness through multiple avenues while driving direct sales during the Super Bowl. In addition, the digital aspects of the campaign allow the company to build a digital profile of their consumers, enabling more targeted marketing in the future. Marketers who seek to advertise during the Super Bowl should take notes, this is how you make the most of an opportunity.