SuperBowl LVIII | SpongeBob

In February 2024, the most significant football event was held in Bikini Bottom. As Art Director, I was responsible for overseeing the creative assets published across all social media platforms to support Nickelodeon's largest live event broadcast in the past two decades. By coordinating efforts between third-party vendors and our in-house team, we not only exceeded our engagement goals but also achieved viral success, creating a nostalgic impact that captured widespread attention.

Announcement

We began by announcing that this year's Super Bowl would be set underwater. To generate excitement, we utilized our new TikTok handle’s live-stream feature, broadcasting an 8-hour stream of SpongeBob flipping patties. As each patty disappeared hourly, fans anticipated a major reveal. Concurrently with the live stream's conclusion, we posted the official announcement of the Super Bowl LVIII simulcast, which garnered 20 million views within 48 hours.

Keeping the hype going

As Art Director, I led my team in developing a comprehensive content library designed to maintain excitement around the SpongeBob and Super Bowl collaboration. This effort involved creating engaging, nostalgic and dynamic content that sustained buzz across various platforms. Our strategic approach ensured continuous engagement and amplified the impact of the broadcast.

The aftermath

following the Super Bowl event in Bikini Bottom, my team and I crafted content that echoed the excitement of the night and actively engaged with fan feedback. We developed a series of responsive posts and highlights that celebrated the event's memorable moments, showcasing fan reactions and reinforcing the event's impact..

Vendor Collaboration

As Art Director, I managed our work with third-party vendors to tap into internet pop culture around football and the Super Bowl. We used trending themes and viral content to create engaging posts for Nickelodeon's social media throughout the campaign. This strategy helped boost audience engagement and increased the overall impact of our campaign across all our social handles.