In February 2024, Nickelodeon redefined the Super Bowl experience by bringing the biggest football game in history to kids and family television with its inaugural alternate broadcast of Super Bowl LVIII. This groundbreaking event, a first of its kind, featured live animations, on-screen graphics, and beloved Nickelodeon characters seamlessly integrated into the game. By pairing the NFL’s cultural gravitas with Nickelodeon’s signature humor and creativity, we created a uniquely engaging and family-friendly spectacle.
Our mission was twofold: to craft a comprehensive 360° campaign that informed viewers about Nickelodeon’s debut alternate broadcast and to design a multi-faceted approach that attracted football fans and non-fans alike. Balancing the excitement of a major sporting event with Nickelodeon’s playful tone, we set out to deliver a cultural moment that resonated across generations.
Our campaign strategy embraced a multi-platform approach, prioritizing connections with kids and families across various digital spaces. To get audiences to the big game and keep them engaged with a dynamic second-screen experience, we approached the challenge from three key positions:
- Capitalize on Fan Loyalty: Leverage the sentiment and loyalty of Nickelodeon fans by incorporating beloved characters and IP to spark interest in the sporting event.
- Bring the Excitement Home: Extend the thrill of Las Vegas activations to fans at home with dynamic, interactive content.
- Drive Participation: Use influencer content and fan-first creative to foster engagement and encourage sharing.
We reinforced our unique offering through consistent messaging like “Live from Bikini Bottom only on Nickelodeon,” emphasizing that viewers would enjoy the real game enhanced with Nickelodeon’s signature humor. A dedicated style guide and motion graphics package distinguished the broadcast’s content, elevating its importance and visual appeal.
Cross-promotional opportunities were central to our strategy. SpongeBob’s 25th Birthday, the new feature film The Thundermans Return, and the relaunch of DORA were prominently featured, tying into broader Nickelodeon fandom. These properties introduced Nickelodeon’s irreverent tone to sports conversations and engaged audiences across multiple interests.
The campaign launched with SpongeBob’s official TikTok debut, building excitement for the broadcast and culminating in the announcement that “Sweet Victory” would feature during the game—fulfilling a long-held fan dream. SpongeBob memes reimagined through a football lens, along with partnerships like Roblox for immersive in-game experiences and Snapchat’s SpongeBob-Bobble Head lens, further extended the campaign’s reach.
Influencers amplified the excitement. Stars Jack Griffo and Kira Kosarin (The Thundermans Return) provided on-the-ground coverage in Las Vegas, engaging players from the Kansas City Chiefs and San Francisco 49ers. Their series of social-first videos, games, and interviews brought fans closer to the action. At the Super Bowl Experience, we constructed a kids’ play zone and made history as the first to slime the Sphere in Las Vegas with a custom animation—a fitting finale to an unforgettable event.
Nickelodeon’s Super Bowl LVIII broadcast achieved unprecedented success, becoming the most mentioned brand on Super Bowl Sunday, surpassing CBS, Apple Music, and all Super Bowl ads. The campaign generated an astounding 1.4 billion video views across Paramount Global platforms, with an additional 137 million user-generated content views. Audience sentiment was overwhelmingly positive, with 88% praising the broadcast’s creativity, humor, and family-friendly appeal.
This cultural moment extended far beyond traditional football audiences, bridging generations and showcasing Nickelodeon’s ability to connect with diverse viewers. Fans’ reactions underscored the campaign’s impact:
- “That’s it. I’m watching the Super Bowl on Nickelodeon next year. This commentary was too good, I missed out.” - @CDUB901
- “I seriously implore you to watch the Nickelodeon broadcast next year if you haven’t already. This has been so fun, entertaining and easily a 10/10 watch #SuperBowl” - @Kitana_Prime
- “Five years… we waited five years for this! Stephen Hillenburg would be so proud.”
- “Nickelodeon have Dora and Boots explaining what a false start is 🤣🤣 I’m officially entertained.”
- “Thank you so much. This genuinely made the kid inside me burst with joy, and I will remember it forever.” - @Carson Workman
Nickelodeon successfully turned the Super Bowl into a family-friendly celebration, cementing its place as a leader in creative, culturally resonant storytelling.
