RO / Nightcap Outside

Initial Digital

The 8th Annual Awards

Nominee ✨

• Best Brand Partnership

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ABOUT THIS ENTRY

Nightcap, hosted by Chad Johnson and Shannon Sharpe, partnered with Ro to create a seamless, integration to normalize discussions around men’s health. The campaign leverages authentic storytelling and humor to engage modern sports fans while responsibly introducing Sparks in a relatable way.

 

How does this represent "Excellence in Engagement"?

This work sets a new benchmark in fan engagement by demonstrating that men will actively engage with traditionally stigmatized health topics such as ED. The format RO Sparks was integrated in allowed for a light hearted but impactful audience reach.

 

Objective

The goal of this campaign was to integrate Ro’s Sparks offering into Nightcap in a way that felt authentic, entertaining, and native to the content. The objective was to educate viewers on safe, clinically tested medication while maintaining the show’s fun and carefree tone.

Strategy & Execution

The entry was designed prioritizing authenticity, humor, and a digital-first viewing experience. Integrated within the Nightcap format at Lucky Strike, the campaign featuring Ro’s Sparks leveraged the natural chemistry between hosts Shannon and Joe, using a casual bowling setting.

Rather than a traditional ad read, the integration blended seamlessly into the show’s rhythm, combining light competition, real-life anecdotes, and candid Q&A. This approach aligned with how modern audiences engage with sports content across platforms.

 

Organizations

• Shay Shay Media

Links

•   Website

Credits

Ashleigh Arnim
Head of Content
Shay Shay Media

Mike Davis
Director of Production
Shay Shay Media

Jacob Hazzard
Director
Shay Shay Media

Celebrate in NYC

Join us for the 8th Annual Hashtag Sports Awards™ on the evening of June 2, 2026 as we celebrate finalists and reveal the winners of this year's awards live during the show.