This is a perfect example of how branded digital content is a great opportunity for brands to explore. Sticky Situations began as a high concept "what if" scenario that both Gorilla and Convoy knew was so fun, we had to make it. However, it didn't fit the mold of the established broadcast campaigns we'd made for them. So, the decision was made to plan a digital release, which was met with great success (as noted above). This prompted the brand to do a limited pre-theatrical run, and then broadened into a television broadcast run, with fantastic results.
Sticky Situations is definitely one of our personal favorites, and it proves that you never know where a smaller "digital" project may lead you or what the ceiling is on its success. Let us know if you're curious about how this approach could work for your brand.