NFL, Nickelodeon & Gamefam Reel In Football Fans On Roblox

Objective

The NFL aimed to build deeper engagement with the next generation of football fans (Gen Z and Gen Alpha) during two critical moments: the 2023 NFL Christmas Day game broadcast on Nickelodeon and Super Bowl LVIII. By partnering with Nickelodeon's beloved characters and Gamefam's Roblox expertise, the league sought to make football entertaining and accessible within the metaverse, converting game broadcasts into participatory gaming events that extended audience reach far beyond traditional television.

Solution

The campaign launched cross-game Roblox quests across six Gamefam titles including TMNT Battle Tycoon and SpongeBob Simulator, integrating Nickelodeon characters as quest guides. Players completed challenges, answered NFL trivia to predict real game outcomes, and earned exclusive digital rewards. The experience operated in two phases: Nickmas (12 days around Christmas Day broadcast) and Super Bowl LVIII (17 days around the game), featuring limited-edition digital wearables including a gold SpongeBob-themed football helmet and Santa jetpack, plus redeemable virtual merchandise.

Results

The campaign achieved 75M+ total visits and 985M gameplay minutes with 343M total brand engagements. Players completed 5.4M quests, redeemed 210K virtual merchandise items, and answered 228K trivia questions. The NFL Christmas Day broadcast reached 29M+ viewers as the most-watched since 1989, while Super Bowl LVIII reached 123.4M average viewers, the most-watched program ever.