On Super Bowl Sunday, we turned the beloved game of Squares into a mobile experience with a twist: a brand-new Kia up for grabs at the end of every quarter. This social-first campaign featured a strong CRM component, capturing data and engaging fans directly. With no budget for a traditional Super Bowl ad, we hacked the big game, stealing eyeballs, generating massive earned PR, and becoming a key part of the conversation. Many played, four lucky winners drove away in a new Kia, and the campaign demonstrated how creative, audience-focused ideas can make a big impact without a multimillion-dollar media buy or celebrities.