At the time of publication, more than half a million football fans have found their way to YouTube to watch four and a half minutes of retired New England Patriots greats Julian Edelman and Rob Gronkowski joshing one another while pigging out on chicken wings.
As Super Bowl marketing goes (it’s actually pre-Super Bowl marketing: Bounty doesn’t have an ad in the game), it’s a notable departure from the standard formula of celeb endorsers talking up a product with varying degrees of believability.
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