SPORTS
Case Study
NFL
#NFLCREATOROFTHEWEEK
Transforming the sidelines into A LAUNCHPAD
01
THE CHALLENGE
The NFL already has the attention of diehard sports fans, what it needed was to reach and engage the casual fan.
The ones who attend a Super Bowl viewing party for the snacks.
The ones who stop scrolling when they see Taylor Swift at the game.
The ones who love the entertainment part of sports/entertainment.
The NFL sought to drive social engagement around games thus enhancing their perception as inclusive, diverse — and so much more than just football.
The answer? A longtime partner, world-class talent, and a sure way to reach this new audience: the increasingly popular YouTube Shorts.
02
THE CREATIVE APPROACH
How does the NFL convert a whole new audience? Showing how entertaining game day can be? We needed more than just competition, more than football, we needed great content made by people fans already watch: creators.
We got big names from gaming, food, comedy, and more, and gave them VIP access to their favorite teams. A new creator and team every single week. Engaging fans, players, and coaches, with game-day highlights, BTS footage, interviews, team trends, and challenges all on a dedicated NFL YouTube Shorts playlist, with extra footage on their own channels of course. We transformed the sidelines into launchpads for a new generation of NFL ambassadors.
A first-of-its-kind creator campaign we dubbed “Creator of the Week”.
03
THE CREATOR EXECUTION
The NFL had never attempted a creator campaign of this scale and speed before. No one had. 22 NFL teams across 24 games featuring 27 creators in just 23 weeks.
Creators shared NFL and YouTube Shorts content, all turned around lightning-quick so fans could watch during and soon after games.
Creators drew in a record number of eyeballs. From foodie takes, to comedy, to big giveaways, massive stars like Alix Earle, Casey Neistat, and Sean Evans brought the heat.
From week one to the Super Bowl, the NFL Creator Of The Week campaign didn't just score touchdowns; it expanded the whole field, redefining the game's cultural impact.
04
THE SOLUTION/RESULTS
The NFL had never attempted a creator campaign of this scale and speed before. No one had. 22 NFL teams, 24 games, 27 creators all in just 23 weeks.
Creators shared YouTube Shorts and NFL content, shot and put out lightning-fast so fans could watch during and soon after games.
The Creators drew in a record number of eyeballs. From foodie takes, to comedy, to big giveaways, massive stars like Alix Earle, Casey Neistat and Sean Evans brought the heat.
From week one to the Super Bowl, the NFL Creator Of The Week campaign didn't just score touchdowns; it expanded the entire field, redefining the game's cultural impact.
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