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Special Project

Special Project
From the 15th Annual Shorty Awards

Scoring a Social Touchdown for Invisalign with Winning Smiles at Super Bowl LVI

Entered in Event & Experiential


In 2020, the Invisalign brand became the Official Clear Aligner Sponsor of the NFL, which enabled the brand to connect with doctors, patients, and consumers through an extended network of NFL sponsored channels and support a variety of community initiatives championed by NFL Clubs. As a natural extension of this partnership, Invisalign set out to create big smiles around the biggest game day of all in 2022: Super Bowl LVI. 

As an Official Sponsor of Super Bowl LVI, the Invisalign brand aimed to bring to life winning smiles — during the Super Bowl and beyond — through memorable activations and experiences that deepened the connection between Invisalign and football fans. To extend the impact of these sponsored experiences, Invisalign tapped the experts at Smarty Social Media to organically capture and share the winning smiles of players and fans on social media the whole week leading up to Super Bowl Sunday.  

Smarty Social Media’s goals for their Invisalign x Super Bowl LVI coverage included: 

  1. Creating hype and excitement on social media around Invisalign’s one-of-a-kind presence at the Super Bowl Experience. 

  2. Showcasing Invisalign as the presenting sponsor of the NFL Honors primetime awards special with scroll-stopping coverage from the Red Carpet.  

  3. Highlighting memorable moments throughout the week, including a variety of corporate hospitality events and NFL player meet and greets. 

  4. Engaging with football fans in a fun, enjoyable way on social media throughout the entire Super Bowl weekend.

Strategy and Execution

With only four weeks of lead time and planning, Smarty Social Media set out to score a social touchdown for Invisalign at the Super Bowl by: 


The results of the organic effort were an undeniable success: 


Entrant Company / Organization Name

Smarty Social Media, Align Technology


Entry Credits