Touchdown for Purple, Rock, Scissors on Tim Tebow Foundation Site Launch

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Digital agency Purple, Rock, Scissors (, recently launched and a highly effective digital marketing campaign for the Tim Tebow Foundation. As the name implies, the Foundation was founded and is headed by University of Florida football star and Heisman trophy winner, Tim Tebow (who is soon to be up for NFL draft). Purple, Rock, Scissors launched a campaign for the Foundation, using a strategy tied to a controversial Super Bowl ad starring Tim Tebow. A major key to this campaign used affiliate marketing and social media to drive traffic. Qualitative results are already available and the figures are expected to grow as further aspects of the campaign are launched and awareness continues to increase.

Real time, real data, real results, and really cool cutting-edge technology got the extra point for digital agency, Purple, Rock, Scissors, who teamed up with the Tim Tebow Foundation for a Super Bowl blitz of its own.

Turning the hype surrounding the controversial Focus on the Family-sponsored Super Bowl commercial into site traffic and hard data for the newly launched Tim Tebow Foundation Web site,, Purple, Rock, Scissors ( scored a touchdown in generating exponential traffic for the site that they strategically engineered to withstand the number of hits it had coming on Super Bowl Sunday and beyond.

“Using intuitive foresight in anticipation of heavy spikes in traffic to, which would naturally stem from any publicity relating to Tim Tebow, such as the future NFL draft, we selected Amazon EC2 to host the site and rigorously tested the hosting environment’s capabilities to ensure that it would remain live despite sudden influxes in the number of hits,” said Bobby Jones, CEO and founding partner of Purple, Rock, Scissors.

Pulled straight from its innovative playbook and as a part of a holistic digital strategy, Purple, Rock, Scissors perfectly executed a technique known as affiliate marketing, where one Web site is used to drive traffic to another and in this case, cleverly utilized the Focus on the Family Web site to pass traffic to the Tim Tebow Foundation site. The results were astounding, with this tactic alone accounting for over 95 percent of hits to the Tim Tebow Foundation Web site and increased awareness, interest and support for the Foundation in the days preceding and following the Super Bowl.

“The Tim Tebow Foundation exists to bring faith, hope and love to those needing a brighter day,” said Tim Tebow, the University of Florida football star and Heisman winner, who is currently preparing for the NFL draft. “The newly launched Web site ( and official social media pages, allow us to spread our message to a global audience who are equally passionate about our vision and values; to serve those who are going through difficult times. Thanks to our partnership with Purple, Rock, Scissors, we have an informative Web site and official Facebook, Twitter and YouTube pages to give the Tebow Foundation donors and partners, not only a place to connect resources with needs, but a wonderful platform for communicating our vision for A Brighter Day.”

Utilizing an innovative mix of cross-channel marketing tactics, Purple, Rock, Scissors also executed highly targeted grassroots initiatives to build trust in the social media space. By creating official Tim Tebow Foundation Facebook, Twitter and YouTube pages, along with blog outreach efforts, that launched in the weeks preceding the Super Bowl, the foundation was laid to establish the Foundations’ authenticity, build awareness and accumulate a substantial fan-base.

“Purple, Rock, Scissors was charged with creating a compelling digital marketing strategy that would bring the Tim Tebow Foundations’ vision to life,” said Alex Lirtsman, chief marketing officer of Purple, Rock, Scissors. “Priding ourselves in the utilization of ahead-of-the-curve technologies, we monitored the results of our initiatives in real time, using ChartBeat. The effectiveness of our strategy was exemplified, as we witnessed huge traffic spikes following the airing of Tim Tebow’s commercials.”

Here are some initial results of the Tim Tebow Foundation’s cross-platform digital and social media campaign, since its Web site was launched on Feb. 2, 2010:

  •     25 percent increase of total site visits following the commercial airings on Feb. 7, 2010.
  •     Prior to the commercials, the Web site received 20-80 concurrent visitors on average. That range now averages approximately 250-350 concurrent visitors, equating to an 8 to 20 percent increase.
  •     In the three weeks since its creation, the Facebook page amassed more than 6,300 fans, including a 26 percent increase in fans following the commercials.
  •     The Twitter page has already obtained more than 640 followers and continues to grow as the page is updated.
  •     YouTube video views increased by more than 50 percent following the Big Game.

Campaign Links:
Tim Tebow Foundation
Focus on the Family

About Purple, Rock, Scissors
Purple, Rock, Scissors is one of the country’s top digital agencies and an industry innovator in forward-thinking Web solutions. With offices in New York and Florida, Purple, Rock, Scissors specializes in holistic digital strategies, employing a vast array of services ranging from Web design and development, search engine optimization (SEO), search engine marketing (SEM), e-commerce, application development, social media management and more.

With a diverse and impressive client roster that includes global non-profits, retail giants and major entertainment brands, Purple, Rock, Scissors has a proven track record of success, guiding clients through the perpetual trends of the digital space and growing brands online and beyond. For more information visit

Agency: Purple, Rock, Scissors

Media Contact
Heather Keroes, Connect Advertising
407-415-2808, heather (at) connectadv (dot) com


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