The Challenge
How do we use social to leverage the Super Bowl simulcast and increase overall viewership?
For the first time, the Super Bowl was simulcast on Nickelodeon and CBS, with social leading the charge. Through nostalgia-driven, social-first storytelling, we turned the Nickelodeon broadcast into a cultural event, pulling in non-football fans eager to see SpongeBob and Patrick host, while motivating football fans with kids to choose Nickelodeon for their co-viewing experience.
What I Led
- Directed real-time social storytelling for live broadcast coverage
- Designed vertical-first formats built for speed, humor, and platform behavior
- Translated broadcast moments into social-native creative, cross-functionally
- Led lead-up creative from concept through post
- Directed rapid-response creative during live game moments
9.1B
Media Impressions
170M+
Social Views (Game Day)
137M
Additional UGC Views
Creative Showcase
Recognition
Clio Awards
Silver - Social Media: Mixed Campaign
Clio Awards
Bronze - Branded Entertainment
Webby Awards
Winner - Best Partnership
Shorty Awards
Winner - Sports
Shorty Awards
Winner - Featurette/BTS Video
GEMA Awards
Silver - 360 Campaign