The goal was to create a truly interactive experience that kept users engaged both on the site and with the broadcast on Nickelodeon. We sought to provide an engaging and educational site that got kids up to speed on football basics while also creating/bolstering fan support in the buildup to and subsequent engagement with the Wild Card Game.
In partnering with UK-based vendor Monterosa, we were able to build out a robust and responsive site full of informative, interactive content in the lead-up to gameday, including:
Pick ’Em Printables – weekly game matchups for users to print and make winner picks
Button Mashers – featuring our ‘Game of the Week’ vote
Football 101 Galleries – with information ranging from how the game is played to what the positions are to how players stay safe
Trivia + Word Scrambles – mostly regarding information from the Football 101 Galleries, but also questions about players, teams, and coaches
Videos – showcasing game highlights and work done to promote the upcoming Wild Card Game and Nick’s NFL partnership
For the Wild Card Game itself, between the Chicago Bears and New Orleans Saints, we ramped up our site output with a more concentrated blast of the aforementioned content, plus our centerpiece: the NVP Live Vote. During the game, at multiple points, we polled users to see who should be crowned the game’s Nickelodeon Valuable Player, or NVP, which ultimately went to then-Bears QB Mitch Trubisky!
We also featured weekly collectible badges which could be earned through site engagement. All of this lead up to the January 10th Wild Card game, broadcast on CBS and Nickelodeon, and continued through to the Super Bowl.
Unique Visits: 195k
Avg. Time Spent: 1.2 minutes
Button Masher engagements: 6.8 Million
Total NVP Votes: 1.1 Million
These last two stats, especially, best explain our success with the Wild Card Game execution. Users were invested in making their voices heard, and in seeing the payoff live on the broadcast as the NVP was announced.
