The 2021 season promised to not only bring back live attendance, but an additional game as well – making this the biggest season ever for Sunday Night Football.
To re-engage fans, we needed to create earned media opportunities to maximize awareness through an interactive and cross-platform idea that encompasses experiential, digital, and social touchpoints.
Tapping into the pride and passion of NFL fans everywhere, our campaign – called canVS – created a football field-long painting over the course of the season. Former NFL All-Pro and accomplished artist Vernon Davis was our host. Each week, fans posted words and phrases that best represented their team and city they play in using our mobile site and social media, which local artists incorporated into a unique 5 yard-long matchup mural.
Additionally, we staged live events in key markets where fans could watch and engage with the mural painting, take a photo with the Lombardi trophy, enter to win Super Bowl tickets and more. And during every Sunday Night Football post-game, our murals were featured on air — culminating at Super Bowl LVI, where we painted a championship canvas live on site and displayed all 100 yards of fan-inspired art on the massive halo screen above SoFi Stadium.
Our 100-yard long mural resulted in a championship campaign for NBC Sports, bringing home two Clio Sports awards in addition to awards from the Ex Awards, the PRO Awards and the American Advertising Federation.