TWITTER X SUPER BOWL LVI: LIGHTING UP THE TIMELINE ON GAME DAY
(SOCIAL Campaign)
For the 56th Edition of last year's Super Bowl, we partnered with the NFL and SoFi Stadium to surprise and delight NFL fans across the nation with a fully integrated marketing campaign comprised of experiential, social, and digital activations in the weeks leading up to Game Day. We even surprised and delighted fans with some limited Twitter x Super Bowl LVI branded merch, which encourage the Sports community to amplify the campaign reach with irreverent UGC that we reposted on @TwitterSports.
We kickstarted our campaign with a simple Call to Action Video, where we asked Football fans on our platform to share their wildest Super Bowl LVI predictions with our @TwitterSports. The prize? A chance to see them featured in the very own arena for the big game, the SoFi Stadium.
Role: Creative Director
Client: Global Social & Editorial Team
CAMPAIGN
LAUNCH VIDEO
The most irreverent and hilarious prediction tweets from fans, brands, and VITs (Very Important Tweeters) were filmed while being featured on the roof of SoFi Stadium—a massive surface comprised of dozens of communicating LED screens.
Each week of the campaign, we surprised fans by tweeting their replies back to them with a still or a short mini-clip.
GROWTH
MARKETING VIDEO
Additionally, we produced a video for our Growth Marketing team prompting non-users to download Twitter in order to experience this edition of Super Bowl like never before.
HYPE VIDEO
Among sports fans, the Monday after Super Bowl is an unofficial holiday, where people still flock to Twitter to talk about what went down during Game Day. To maintain momentum, we released a Hype Video recapping all of our campaign activations.
From featuring tweets on the SoFi Stadium roof, to delighting fans via unique branded merchandise, to showcasing our sough-after Tweet Suite specially built for VITs, Creators, and regular fans, our Hype Video looks back at all that went on our platform.
INFLUENCER PARTNERSHIPS
We established dynamic collaborations with a handpicked group of content creators and VITs (Very Important Tweeters) and we invited them in our Tweet Suite to enjoy some limited Twitter merch and tweet away to amplify the reach and visibility of our campaign.
—CREDITS
Copywriting: Eric Arnold
Art Direction: Patrick Hodges
Video Editing & Sound: Francis Basco
Motion & Animation: Kim Oldford
Producer: Dustin Levine
Drone Footage: LA Drones