With millions of participants in activations and billions of impressions, the campaign achieved Barlow’s goal of getting people talking, even if the talk—including fan criticisms and even CGI banners on Chapultepec Castle leading Mexican officials to reportedly threaten legal action—wasn’t all positive.

According to Barlow, the response to date was everything the team discussed: “In success, this is what it would look like.”

“Honestly, it’s like a pinch-me moment to see it play out. Even some of the more controversial like, ‘Ah, that’s clearly AI!’ I’m like, ‘It’s not AI. It’s CGI.’ Let’s make sure people understand the terminology,” Barlow said. “Even the pivot that we had to do with the Empire State Building and Vhagar, all of that. Frankly, I couldn’t have scripted it better myself.”

*Owned & Earned Social Impressions + Ad Value calculated based on a $10 CPM via NetBase, Paid Creator Media Value estimated by CreatorIQ