NFL Engage Fandom

Objective

The NFL aimed to expand its fanbase among younger audiences and deepen digital engagement by creating immersive gaming experiences within Roblox's 85.3 million daily active user base. The campaign sought to introduce next-generation fans to NFL content while also driving viewership for two major broadcasts: Nickelodeon's Christmas Day program and Super Bowl LVIII. By partnering with Nickelodeon's beloved characters, the NFL positioned itself within the entertainment landscape that resonates with younger demographics.

Solution

The campaign integrated branded content across six top Roblox games (TMNT Battle Tycoon, SpongeBob Simulator, Easy Obby, Super NFL Tycoon, Twilight Daycare, and Car Dealership Tycoon) where players participated in cross-game quests, defeated obstacles, answered trivia challenges, and earned exclusive in-game rewards and limited-time digital wearables. Players could redeem virtual merchandise items and collect branded avatar cosmetics. The experience ran for 29 days spanning from the Nickmas period through Super Bowl LVIII, blending football-themed gameplay with iconic Nickelodeon character integration.

Results

The campaign achieved 75 million+ total visits across all six games, with 985 million total gameplay minutes. Players completed 5.4 million quests, answered 228,000 trivia questions, and redeemed 210,000 virtual merchandise items. The games involved accumulated 5.3 billion lifetime visits with average ratings exceeding 86%. The initiative won Gold awards in Metaverse, Sports, and Partnerships/Collaborations categories at The Drum Awards for Marketing Americas 2024.