CASE STUDY

Nickmas & Super Bowl LVIII

Reeling in the next
generation of football fans

#1

Multigame Brand Event on Roblox

985M

Minutes of Brand Engagement

75M

Visits

Client challenge

With young generations turning to new methods of entertainment consumption, how can the NFL capture the attention of the next generation of football fans?

Campaign objective

NFL: Engage next-gen NFL fans by leveraging Nickelodeon’s legendary characters & Gamefam’s massive player base on Roblox. Familiarize players with NFL teams, players and storylines.

NFL & Nickelodeon: Drive buzz for Nickelodeon’s Nickmas and Super Bowl broadcasts by tapping into avid fanbases.

Execution

Addressing this challenge, the NFL partnered with Nickelodeon and Gamefam, the leading metaverse media company for Gen Z & Alpha communities, to launch the biggest cross-game campaign ever on Roblox (at the time) – leading up to the Christmas Day Nickmas broadcast (phase 1, Dec. 14-25, 2023) and reinvented in the lead up to and through Super Bowl LVIII (phase 2, Feb. 2-19, 2024).

The partners brought endless Nickelodeon & NFL-themed content to Roblox’s 70M+ daily users, including immersive gameplay, quests and trivia.

4X Winner

3X Winner