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.

SNF Match up main

What we did

We helped develop a season-long, interactive and cross-platform campaign encompassing experiential, digital and social touch points.

We leveraged high-priority games during the season to keep SNF engagement high and generate tune-in with new audiences.

In addition to on-site, game-day events, we created earned media opportunities with lifestyle, sports and entertainment influencers and media outlets to maximize awareness amongst both avid and casual sports fans.

The results

We incorporated SNF–themed food and beverage, fan–fave bar games, interactive photo moments and football conversation starters, so our events married sports and connection for the ultimate Sunday Night social football viewing experience that earned plenty of hype along the way.

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. We also worked with macro and micro-influencers in each market to extend reach and generate additional tune-in throughout the season.

3.6B

Earned media impressions

1.67M

Organic influencer-led impressions

5,000+

Onsite engagements

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
Director, Consumer Engagement
NBC Sports Group