The Nissan Super Bowl campaign was nice like a warm bowl of porridge. The follow-up initiative was nice like great sex.

Like many brands, Nissan went for a heart-wrencher to cut through the noise of the Super Bowl broadcast. It also went head to head with a competitor. Nissan and Toyota both ran dad-as-hero ads, and according to Spot Trender’s ad tracker, they were equally liked. It also stated that they performed closely in brand opinion, likability and likelihood to share. And while Toyota’s approach was more relevant to respondents, Nissan scored higher in being unique and memorable.

This is Nissan’s ad:

Like many brands, including Toyota, Nissan extended its Super Bowl spot, With Dad, in social media. More than 11,000 people shared their #WithDad photos during the game.

Now comes the big idea: Agency, TBWA / Chiat / Day L.A. teamed up with San Francisco startup, Social Print Studio, to surprise about 100 people, who’d sent particularly creative or inspiring photos, by offering to print and deliver a framed version of their #withdad photo, for free.

The news sent Nissan love and happiness into full bloom on Instagram and Twitter. If Nissan spent US$4m for its Super Bowl spot, the (far fewer) dollars spent on the follow up campaign probably achieved the most.