Introducing America’s Game to a new generation of fans
For the second year in a row, we partnered with NBC Sports and Sunday Night Football to introduce Football’s headlining act to the next generation of fans. Through nine nationwide watch parties, we helped fans have a Scary Good Sunday Night, positioning Sunday Night Football as the ultimate antidote to the “Sunday Scaries”. We created an engaging, cross-platform campaign that drove tune-in, awareness, Peacock sign-ups, and earned media.
The Scary Good Sunday Night campaign featured branded pop-ups in both home and away markets, across weeks two to six of the current NFL season. Activating at the hottest bars and restaurants in each market, and aimed at a Gen Z audience, the campaign added value to those already heading out to watch the game.
Activations included a photo opp, branded giveaways, various surprise and delight moments, F&B specials and a fully custom interactive partner giveaway game. During the event, guests were invited to sign up for the chance to win a trip for two to an SNF game of their choice in the 2024-2025 Season. Special appearances by local influencers and meet and greets with NFL legends like Jason Taylor, Thurman Thomas, Patrick Willis and Darren Woodsen provided an added buzz.
As part of this campaign, we helped NBC drive amplification by sourcing partners that contributed Sunday Scaries solutions such as Task Rabbit and Breethe, a meditation app. We drove the key goal of earned media by collaborating with WWE star Bianca Bellair garnering major interactions on social media and PR by earning media outlet pickup for the story. The team also sourced influencers that were in attendance at each event and curated content for the campaign to encourage attendance and continued interaction with SNF on NBC and Peacock.