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                                      🎉 2022 Shortlist

                                      NFL Super Bowl LVI Commercial |Bring Down The House

                                      Entrant: NFL

                                      NOMINEE ✨
                                      • Best Integrated Marketing Campaign

                                       

                                      nfl-super-bowl-LVI-campaign

                                      ABOUT THIS ENTRY

                                      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.

                                      Utilizing a mixture of traditional and new outlets - including social, digital (Roblox), innovative OOH (SoFi rooftop) and more - Bring down the House was the most integrated NFL marketing campaign to date.

                                      How does this represent “Excellence in Engagement”?

                                      We successfully 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.

                                      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, and even SoFi Stadium's LED rooftop.

                                      Objective: Extend the life of our TV brand spot through innovative extensions and story telling before, during and after the commercial aired at Half Time of Super Bowl LVI.

                                      Celebrate the end of the NFL's biggest season with an epic end-of-season campaign, reminding fans all about the game and joy of football.

                                      Tap into both current players and legends to deepen player affinity with fans.

                                      Strategy & Execution: We broke the campaign into 3 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, gaming integration and earned media.

                                      Phase II During Super Bowl LVI Halftime
                                      Broke through the clutter of the game, halftime show, and other 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 1on1 engagement with our fans. We did this with custom packaged social content optimized for emerging platforms, and via real life physical experiences.

                                      Results:

                                      18.9M
                                      Total Views of 2:00 spot +200% YoY

                                      220+
                                      Total PR Hits
                                      Including USA Today, AdAge & SBJ

                                      58M
                                      Total Organic Social Impressions*
                                      +182% YoY

                                      726M
                                      Total Media Impressions
                                      Across social, digital, NFLN, institutional

                                      Snapchat National Lens
                                      •Total Impressions: 23,570,822

                                      Nearly 300K users completed the Destruction House experience on Roblox
                                      Recognized by USA Today Ad Meter as the 8th best Super Bowl commercial (out of 64)

                                      NICK slimetime: •Reach across 10 airings: 944K P2+; 344K P2-17

                                      To offset limitations of the full spot (16x9 export only), created unique BTS content for TikTok.
                                      •4M+ reach

                                      Production

                                      NFL
                                      72andSunny
                                      Swaybox Studios


                                      Credits

                                      Tim Ellis
                                      CMO
                                      NFL

                                      Marissa Solis
                                      SVP, Global Brand and Consumer Marketing
                                      NFL

                                      Rhett Nichols
                                      VP, Global Brand & Consumer Marketing
                                      NFL

                                      Samantha Stuckert
                                      Sr. Director, Global Brand & Consumer Marketing
                                      NFL

                                      Jackie Finn
                                      Global Brand & Consumer Marketing
                                      NFL

                                      Lucy Hallowell
                                      Sr. Manager, Advertising and Production
                                      NFL

                                      Ian Trombetta
                                      SVP, Social & Influencer Marketing
                                      NFL

                                      Rich Elmore
                                      VP, Player & Club Social Marketing
                                      NFL

                                      Josh Tucker
                                      VP, Social Marketing
                                      NFL

                                      Tony Isetta
                                      Sr. Director, Creative Marketing
                                      NFL

                                      Justin Anderson
                                      Director, Social Content
                                      NFL

                                      Erin Schaffner
                                      Sr. Manager, Social Video
                                      NFL

                                      Jack Farrow
                                      Social Lab Video Editor
                                      NFL

                                      Zachary Laurence
                                      Live Content Correspondent
                                      NFL

                                      Trevor Penick
                                      Social Lab Video Editor
                                      NFL

                                      Bryce Gustafson
                                      Director, Social Programming & Integrated Sponsorship
                                      NFL

                                      Scott Koppenhaver
                                      Sr. Manager, Social Content
                                      NFL

                                      Kylie Callura
                                      Manager, Social Content
                                      NFL

                                      Grant Floto
                                      Analyst, Social & Influencer Marketing
                                      NFL

                                      Glenn Cole
                                      Founder
                                      72andSunny

                                      Katie Martin
                                      Brand Director
                                      72andSunny

                                      Nicole Haase
                                      Group Production Director
                                      72andSunny

                                      Shane Chastang
                                      Group Brand Director
                                      72andSunny

                                      Nate Virning
                                      Creative Director
                                      72andSunny

                                      Tanya Zaccaro
                                      Film Producer
                                      72andSunny

                                      Zach Hilder
                                      Executive Creative Director
                                      72andSunny

                                      Kristin Barker
                                      Communications Strategy Director
                                      72andSunny

                                      Devin Baker
                                      Global Creative Director
                                      72andSunny

                                      Celebrate in Las Vegas

                                      Join us for the 4th Hashtag Sports Awards™ presented by Budweiser on the evening of July 12, 2022 at The Cosmopolitan of Las Vegas as we celebrate finalists and reveal the winners of this year's awards live during the show.

                                       

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