Snf match up

NBC Sports asked us to drive new audiences to tune-in to the Sunday Night Football matchup of the week utilizing culturally relevant positioning of NBC and Peacock in the entertainment and media world. Their goal was to engage both avid and casual fans with content cool enough for younger viewers. We created an engaging, cross-platform campaign that drove tune-in, awareness, Peacock sign-ups, and earned media across the season. From pre-event marketing promotion to a national, multi-city event activation on Sunday nights during the 2022 NFL Season, the campaign encompassed experiential, digital and social touch points.
 
In addition to a range of on-site, game-day events, we created earned media opportunities by sourcing sports, lifestyle and entertainment influencers to attend each event and curate content for the campaign, encouraging attendance and continued interaction with SNF on NBC and Peacock. In-person meet and greets with NFL legends like Jason Taylor, Thurman Thomas, Patrick Willis and Darren Woodsen also provided an added buzz. Overall, we leveraged high-priority games during the season to keep SNF engagement high and generate tune-in with new audiences.

The results

After executing 10 successful events, we extended SNF Matchup events for two additional weeks. In total we covered seven weeks of Sunday Night Football, across 12 different cities, earning national and local media coverage. Working with macro and micro-influencers in each market also helped extend NBC’s reach, and successfully generated additional tune-in throughout the season.

  • 3.6B EARNED MEDIA IMPRESSIONS GENERATED

  • 1.67M ORGANIC INFLUENCER-LED IMPRESSIONS

  • 5K+ ONSITE ENGAGEMENTS

Client testimonials

“CSM did an incredible job with our SNF Match Up campaign. Their ideas were innovative, our events ran smoothly, their influencer strategy delivered, and they were organized and communicative throughout the process. This all resulted in a campaign that fulfilled our goals of reaching young casual fans by creating experiences in places that they love to spend their time to ultimately drive consumption of Sunday Night Football on NBC and Peacock”

 

– Kristen King, NBC Sports Group  

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