SMBPLUMBING
It’s-a-me, Mario! When Mario and Luigi opened shop as Brooklyn’s premiere plumbers, it was only fitting they’d need a website to match.
In a powered-up collaboration with Universal Pictures, Nintendo, Illumination, & Wild Card Creative, we launched SMBPLUMBING.COM - a fan-first, in-world microsite for The Super Mario Bros. Movie.
The campaign kicked off during the Super Bowl Halftime Show (nicknamed “The Super Flush” due to the surge in water use) and continued with refreshed designs and features timed to key milestones like MAR10 Day (March 10th) and the film’s VOD release.
With every new update, fans were treated to an interactive experience overflowing with Easter Eggs, insider info, and surprises for gamers and newcomers alike.
Our approach
As a nod to the classic intro song from The Super Mario Bros. Super Show, the campaign debuted with a spoof commercial during the Super Bowl Halftime Show, inviting fans to call or text the SMB Plumbing hotline. Callers were greeted by Luigi himself (voiced by Charlie Day) and directed to visit smbplumbing.com.
The campaign expanded onto social media with business cards, wild postings, and plumbing-themed flyers, keeping the fun flowing.
The microsite served to honour Mario and Luigi’s gaming legacy; packed with interactive features to delight hardcore fans and nostalgic millennials.
Highlights included:
Easter Eggs: Testimonials from beloved characters, hidden posters unlocked via manhole cover hotspots, and a gamified Error 404 page where the Mario theme played if users tapped the pipes in the right order.
Luma Surprise: An exclusive ASCII image of a Luma, hidden in the site’s source code for intrepid sleuths.
MAR10 Day Updates: New features like spoof CAPTCHA puzzles featuring new locations, and a functional chatbot assistant that answered questions, dropped hints about hidden goodies, and revealed the life-size plumbing van’s touring schedule.
The results
Localised for 13 territories, SMBPLUMBING.COM became a viral sensation with fans organically sharing hidden Easter Eggs on social media, creating a tidal wave of engagement.
The campaign earned significant press coverage in outlets like IGN, Variety, and Pop Crave, whilst sweeping up multiple Clio Entertainment Awards, including a Silver Honour for Best Theatrical Film Campaign.
The Super Mario Bros. Movie set the record for the biggest animated opening ever, grossed over $1.3 billion globally, and became the highest-grossing movie of 2023. Mamma mia - what a blockbuster success!
