Real estate portal Redfin is making a bid for app users with a Super Bowl-adjacent game that will culminate in one lucky consumer winning a home valued at $1 million.
Dubbed “The Great American Home Search,” the game will kick off at 8 p.m. ET on Sunday, Feb. 8, right after a Rocket and Redfin ad spot airs during Super Bowl LX. For the ensuing 48 hours, Redfin will release six app-exclusive prompts to guide players to the million-dollar home displayed in the commercial. Players will need to use the Redfin app’s search tools and filters to solve clues and locate the home.
The first eligible participant to solve all the clues and identify the home will win a house valued in excess of $1 million that includes basic furnishings as well as additional cash to help cover income and property taxes, plus homeowners insurance, according to the official rules.
Credit: Redfin
The idea stemmed from a desire to engage consumers with Redfin beyond passively watching an ad. The company partnered with GeoGuessr content creator Trevor Rainbolt to create the game’s clues, seeking to satisfy internet sleuths while remaining accessible for first-time players.
“Today’s consumers across every demographic are seeking meaning and participation, not just messages,” Rocket Companies Chief Marketing Officer Jonathan Mildenhall said in a statement.
“To deliver real impact and justify an investment as significant as the Big Game, brands must create experiences that invite people in, spark belief and earn attention through action. At Rocket, we hold ourselves to a never-been-done-before standard, rooted in generosity and cultural relevance. The Great American Home Search is not just an activation. It’s an idea big enough to change the life of one American family, help create generational wealth, and remind the country what home ownership can still mean.”
The Great American Home Search was conceived as a way to build on a Rocket and Redfin Big Game teaser that features Lady Gaga singing Mister Rogers’ Neighborhood theme song “Won’t You Be My Neighbor?” That ad spot was meant to highlight neighborliness as a modern, and perhaps overlooked, civic value today.
The game is also meant to inspire confidence and hope in American homebuyers today, during a period in which homeownership has become less attainable as home prices, mortgage rates and homeowners insurance have all increased substantially.
