The NFL knew it had to get creative to reach an important young audience for the Super Bowl. Together, the partners built a program centered around a concert inside WMG’s music-themed world, Rhythm City, and the launch of Roblox game Super NFL Tycoon – all within the NFL’s official Super Bowl campaign integrating key sponsor, Intuit.

Partner objectives included:

-NFL: Create the first-ever Super Bowl concert in the metaverse, extending engagement, viewership and brand recognition to a new audience – and drive awareness for the launch of Super NFL Tycoon.

-Warner Music Group: Tap into the world of metaverse concert experiences by launching Rhythm City and coordinating a live virtual concert to attract a massive new audience to its Roblox world.

-Intuit: Authentically engage Gen Alpha and Z to build brand recognition and further the company’s mission of Powering Prosperity around the World by improving financial literacy in younger audiences.

Taking advantage of the virtual concert format free of restrictions posed by real-life events, Gamefam Intuit and WMG designed the first-ever Super Bowl Concert in the metaverse to begin with a bang. In superhero fashion, Saweetie dropped into the football stadium from a blimp. Complete with full motion captures, the concert performance included chart-topping hits, including “Tap-In,” and “ICY GRL,” and Gen Z and Alpha players on Roblox absolutely loved it.

During the concert and to this day, Rhythm City has provided an interactive place where players can role-play as a musician, agent, producer and influencer, and live like a pop star. And for a full end-to-end experience, the partners ensured both Rhythm City and Super NFL Tycoon (a tycoon-style simulation game mode where players are empowered to live the fantasy of becoming an NFL team owner) were seamlessly interconnected so players can travel between the two experiences.

The target of the campaign was Gen Alpha and Z audiences, and there is no better place to reach them than on Roblox given they’re leaning away from traditional media like cable TV.

Together with Intuit and WMG, Gamefam leveraged its team of top-tier developers and creatives to concept and launch the first-ever Super Bowl concert in the metaverse set within the music-themed Roblox world of Rhythm City. And to stand out among the hundreds of brands battling to break into the metaverse, the companies enlisted Warner Records artist, Saweetie, a popular musical artist among the target demographic, to headline the concert.

The experiences and gameplay features were intentionally designed to allow players to interact organically with Intuit and its products. For example in Super NFL Tycoon, players hire NFL athletes using QuickBooks, drive fans to their NFL stadium with Mailchimp, and claim tax refunds with the help of TurboTax.

The results were stellar:

-The Saweetie Super Bowl Concert is the highest rated concert ever on Roblox at 91% ahead of major concerts like Elton John, The Chainsmokers (Gamefam) and K-Pop sensation NCT127.

-The Super Bowl campaign remains one of the top 5 Roblox events over the past 12 months with over 7.5 million visits in one week.

-Roblox players loved Rhythm City with a 90.5% player rating and over 5 million visits to-date.

-With organic integration of its brands into the experiences, Intuit more than doubled brand awareness (2.6x), understanding of Intuit’s ecosystem of products nearly doubled (1.8x) and Intuit earned more than 400 million meaningful brand engagements.

-The Saweetie Super Bowl Concert earned in-depth coverage from 40+ prominent media outlets including USA Today, Rolling Stone, Variety, Sports Illustrated, TechCrunch, Billboard, and more.

Data source: RoMonitor & Gamefam