Objective

Partner objectives included: 

• NFL: Create the first-ever Super Bowl concert in Roblox, extending engagement, viewership, and brand recognition to a new audience – and drive awareness for the launch of Super NFL Tycoon.
• Warner Music Group: Tap into the world of metaverse concert experiences by launching Rhythm City and coordinating a live virtual concert to attract a massive new audience to its Roblox world. 
• Intuit: Authentically engage Gen Alpha and Z to build brand recognition and further the company’s mission of Powering Prosperity around the World by improving financial literacy in younger audiences. 

Strategy

Overview:

How do you expand the audience of the Super Bowl, one of the largest and most popular cultural events in not only North America but the world, to over 200M players on the Roblox platform? 

To answer that question, the NFL and the global financial technology platform sponsor Intuit enlisted Warner Music Group (WMG), Gamefam (the leading metaverse game developer) and Saweetie (two-time Grammy nominee including 2022 Best New Artist) to launch an interconnected Super Bowl experience in the metaverse. 

Complete with full motion captures, the concert performance included chart-topping hits, including “Tap-In,” and “ICY GRL,” and Gen Z and Alpha players on Roblox absolutely loved it. The concert began in true superhero fashion with Saweetie dropping into the football stadium from a blimp. The virtual event launched before the Super Bowl, with the concert re-airing hourly throughout Super Bowl Sunday. 

Other experiences included: 

• Super NFL Tycoon (presented by Intuit): a new Roblox game where players live the fantasy of becoming NFL team owners while being introduced to real-world financial concepts and leveraging Intuit products to accelerate them throughout the game. 
• Rhythm City (now known as Harmony Hills): a music-themed social role-play game where players role-play as musicians, agents, producers, and influencers; the world served host to the Saweetie Super Bowl Concert

Spoiler: it was a smash hit!

Strategy & Execution:

Complete with full motion captures, the concert performance included chart-topping hits, including “Tap-In,” and “ICY GRL,” and Gen Z and Alpha players on Roblox absolutely loved it. The concert began in true superhero fashion with Saweetie dropping into the football stadium from a blimp. The virtual event launched before the Super Bowl, with the concert re-airing hourly throughout Super Bowl Sunday. 

The concert took place in Rhythm City, now known as Harmony Hills, a music-themed social role-play game where players role-play as musicians, agents, producers, and influencers. Simultaneously, players were introduced to Super NFL Tycoon, a new Roblox game where players live the fantasy of becoming NFL team owners. While giving a taste of the NFL experience to the players, it also integrated Intuit’s financial and business managementproducts into a fun, engaging experience. This was a part of the campaign's strategic approach focused on authentically engaging Gen Alpha and Z, building brand recognition, and furthering Intuit's mission of empowering prosperity by improving financial literacy among younger audiences.

Results

Thanks to the collaborative efforts of the partners, the results were stellar: 

• The Saweetie Super Bowl Concert is the highest rated concert ever on Roblox with a 91% player rating, ahead of major concerts like Elton John, The Chainsmokers (Gamefam) and K-Pop sensation NCT127.
• The Super Bowl campaign remains one of the top 5 Roblox events over the past 12 months with over 7.5 million visits in one week.
• Roblox players loved Rhythm City with a 90.5% player rating and over 5 million visits to-date. 
• With organic integration of its brands into the experiences, Intuit more than doubled brand awareness (2.6x), understanding of Intuit’s ecosystem of products nearly doubled (1.8x) and Intuit earned more than 400 million meaningful brand engagements in just 2 weeks.
• The Saweetie Super Bowl Concert earned in-depth coverage from 40+ prominent media outlets including USA Today, Rolling Stone, Variety, Sports Illustrated, TechCrunch, Billboard, and more.

Data source: RoMonitor & Gamefam

Media