With Super Bowl LVI held at SoFi Stadium just blocks away from Hollywood, the NFL used movie magic to end the biggest season ever with an epic bring-down-the-house celebration. Made in partnership with creative agency 72andSunny Los Angeles, the NFL reminds all about the joy that comes from the game of football. Utilizing a true blockbuster blueprint, we enlisted renowned Director, Peter Berg (creator of the epic “100-Year-Game”) and worked alongside film and television production studio, Swaybox to bring to life a new medium of storytelling by blending real world puppetry and human physicality with proprietary compositing technology.
The spot, which meant to inspire and excite fans across the globe, taps into the ways football brings enjoyment to the entire family.
In addition to the one epic spot, we planned immersive, innovative and engaging story extensions across a variety of mediums: broadcast, social/digital, physical, experimental. The goal was to promote and get fans excited for the spot, and ultimately extend the lifeline of the characters within the commercial.
We broke the campaign into three phases with distinct strategies for each:
Phase I | The Lead In to Super Bowl LVI
Created awareness, hype and intrigue around the full spot, building anticipation for tune-in. We achieved this through the roll out of 5 teaser spots, 6 original social teasers of players 'unboxing' tiny jerseys, gaming integration and earned media.
Phase II | During Super Bowl LVI Halftime
Broke through the business of the ads to drive real-time conversation and engagement with the spot. We did this through in-game arena integration, as well as a national AR lens on Snapchat.
Phase III | Post Super Bowl LVI
Extended the life of the spot by leveraging additional material and strategically drove one-on-one engagement with our fans. We did this with custom packaged social content optimized for emerging platforms, engaging behind-the-scenes and making of content, cast interviews, a real-time SoFi rooftop takeover after the Rams won the Super Bowl, and via real life physical experience at the Pro Football Hall of Fame.
We sucessfully utilized elements of Bring Down the House to meet our key audiences where they already live and consume, telling stories and extending the lifeline of the spot in ways that were highly engaging especially among younger audiences on TikTok and Instagram (as shown in our 'judges only' results section).
Additionally, we found new and innovative ways to both promote and extend this spot through a variety of mediums, engaging our fans like never before: through gaming experiences, physical experiential activations, AR, the Pro Football Hall of Fame, and even SoFi Stadium's LED rooftop.
