Super Bowl LVIII Live From Bikini Bottom
For Super Bowl LVIII, Nickelodeon executed a groundbreaking social media campaign centered around the "Super Bowl Live in Bikini Bottom" broadcast on the Nickelodeon channel. This innovative campaign drove 239.1 million views and 18.1 million engagements across all platforms. On Super Bowl Sunday Nickelodeon + SpongeBob were the most mentioned, most talked about, most engaged with social accounts across all of Paramount+, making this social campaign the most successful single day of activity for Paramount in its history. The campaign had multiple viral moments including Patrick Mahomes’ SpongeBob laughter and SpongeBob and Patrick themselves commenting on the game.
Live From Bikini Bottom!
On game day, my team executed a lightning-fast social strategy, curating, cutting, and publishing hundreds of social videos, stills, and motion graphic assets in real time. Utilising capture software for instant edits, we also anticipated social conversations to create reactive, clever, and humorous content that perfectly matched the tone of Super Bowl LVIII and the world of SpongeBob SquarePants. This dual editorial and live-cutting approach made Nickelodeon the most mentioned social account among all Paramount accounts (including CBS, the Super Bowl LVIII broadcaster) on the day itself.
Engaging with Swifties
Recognizing Taylor Swift’s immense social media presence during Super Bowl LVIII, we capitalised on this by creating satirical, playful content linking SpongeBob to Swiftie lore. These interactions were a massive success, significantly amplifying the reach and social impact of our campaign.
Merging SpongeBob + The NFL
Our Super Bowl LVIII campaign seamlessly integrated SpongeBob and the world of football. By combining iconic characters, settings, and SpongeBob’s irreverent humor, we created original illustrations of NFL stars as SpongeBob characters and reimagined classic scenes to resonate with both football fans and SpongeBob enthusiasts.