HomeSocial Media MarketingNFL kicks off SpongeBob-themed Roblox activation in run-up to big game

NFL kicks off SpongeBob-themed Roblox activation in run-up to big game

Dive Temporary:

  • The NFL has partnered with Gamefam to launch a gaming occasion timed to the Tremendous Bowl that may happen throughout varied Roblox areas, in accordance with info shared with Advertising Dive.
  • The activation will focus on Gamefam’s newly launched SpongeBob simulator and take customers on a quest throughout a number of different of Gamefam’s Roblox areas, together with Tremendous NFL Tycoon, TMNT Battle Tycoon, Twilight Daycare and Simple Obby.
  • The expertise will run from Feb. 2 to Feb. 19 and comes upfront of Nickelodeon’s family-friendly model of the Tremendous Bowl on Nickelodeon, for which promoting stock has already bought out.

Dive Perception:

The NFL is leveraging widespread characters and younger shopper curiosity round Roblox to hype up Tremendous Bowl LVIII and its family-friendly simulcast on Nickelodeon. Promoting stock for the simulcast has already bought out, with the SpongeBob-themed activation a strategy to have interaction with customers within the lead as much as and after the sport.

Roblox has turn into a gathering place for Gen Z and Gen Alpha customers, with this shopper base spending a median of 130 minutes per day on the platform, which is greater than the typical time spent on TikTok (112 minutes per day) and YouTube (70 minutes per day), in accordance with knowledge shared with Advertising Dive. Presently, the platform has 70 million lively customers.

“As Roblox continues to scale, we’re seeing an amazing alternative to amplify the largest IRL moments for Gen Z and Alpha. Constructing on our profitable work with the NFL, we’re excited to super-charge our program by bringing one of many world’s largest cultural touchpoints to a brand new viewers on Roblox, with the objective of immersing the following era of NFL followers within the craze of Tremendous Bowl,” mentioned Joe Ferencz, CEO and founder at Gamefam in a press release.

Through the occasion, customers may have the chance to work together with “SpongeBob SquarePants” characters as they full challenges amongst a number of Roblox areas, together with Tremendous NFL Tycoon. With a purpose to make the activation potential, the NFL partnered with Gamefam and Paramount. Final Tremendous Bowl, the trio of firms launched the Saweetie Tremendous Bowl Expertise, marking the primary official Tremendous Bowl live performance on the platform.


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