Super Bowl Tailgate
TikTok tasked us with developing a study to measure the impact of its partnership with the NFL and the power of activating at a tent-pole event.
The challenge was to build an immersive TikTok footprint at the Super Bowl experience and measure the impact of that activation with 18+ consumers.
What We Did
We helped TikTok create a Tailgate experience with various touch points – branded lockers and a scoreboard with TikTok content, relaxation areas, custom corn hole set-ups, and content creation areas.
Specific to measurement, we built a custom survey and ran it for both days of the NFL Experience. We gauged fans’ awareness and perception of TikTok and its sports-focused content to understand the direct impact of the NFL partnership.
We secured nearly 500+ responses, which indicated that TikTok’s partnership with the NFL, the Tailgate activation and the brand’s authentic sports content positively impacted fan perception of the brand. This effect was most pronounced with Millennial and Gen X consumers – indicating that sports content was an effective method for TikTok to grow its user base.