With only one in four high school students having access to personal finance courses, Intuit committed to finding an age-appropriate environment to introduce younger people to important financial concepts. Super Bowl LVII presented an opportunity to partner with the biggest names in entertainment (NFL and Warner Music Group (WMG)) to authentically build a fun and authentic metaverse campaign to improve financial education. The Intuit-branded program included a concert inside WMG’s music-themed Roblox world, Rhythm City, and the launch of a Roblox game called Super NFL Tycoon – all within the NFL’s official Super Bowl campaign.

Intuit’s primary objectives:

- Authentically engage with Gen Alpha/Z to build brand recognition

- Further its mission to power prosperity around the world by improving financial literacy with young people

- Increase relevance among players through association with the NFL and one of the biggest events ever created on Roblox

The creative minds from all parties came together to design an interactive experience spanning multiple Roblox titles and connecting fans around the biggest sporting event of the year, while promoting Intuit and financial literacy with an engaging gameplay experience.

The plan was to deliver three experiences combining the power of the NFL, WMG, Saweetie and the Super Bowl. As the global financial tech platform that makes TurboTax, Credit Karma, QuickBooks, and Mailchimp, Intuit products would be integrated organically into the gameplay to deliver an engaging player experience. Super NFL Tycoon’s key locations and economy would seamlessly feature Intuit’s tools. Rhythm City would be the perfect setting for a pre-concert tailgate party that would host multiple activities featuring Intuit brands. Finally, Saweetie’s Super Bowl LVII Concert would be the biggest stage for Intuit to be presented to millions of players on the platform and drive awareness and excitement.

The primary target of the campaign was Gen Alpha and Z audiences, and there is no better place to reach them than on Roblox. In creating authentic experiences for this audience, Gamefam leaned into the high-performing “tycoon” game style for Super NFL Tycoon, and to stand out among the brands battling to break into the metaverse, the companies enlisted Saweetie, a popular hip-hop artist, to headline the concert in the music-themed social role play world of Rhythm City.

By combining the strength of the NFL, Warner Music Group, and Saweetie with Gamefam's expertise and Intuit’s financial literacy guidance, the team had all the tools to reach young sports and entertainment fans and drive the biggest global sports moment in Roblox history. Players traveled between the interconnected worlds of Super NFL Tycoon and Rhythm City, while learning more about financial literacy through relevant gameplay features connected to the Intuit products.

The partners created an authentic experience centered around three entertaining components:

-Super NFL Tycoon: a brand new Roblox game where players live the fantasy of becoming NFL team owners. Intuit and its brands are featured in key locations including Intuit Stadium, Mailchimp Press Box, TurboTax Lounge and QuickBooks Locker Rooms. Most importantly, Intuit provided financial literacy through core game progression by helping players to hire athletes using QuickBooks, acquire fans with Mailchimp and file taxes using TurboTax.

-Rhythm City: a music-themed social role-play game that hosted the Saweetie Super Bowl Concert. Players engaged in a “pre-concert tailgate party” featuring QuickBooks-powered vendor stands, invited their friends to attend with Mailchimp, and watched NFL content in the TurboTax tent.

-Saweetie Super Bowl LVII Concert: an immersive gamified concert experience with Intuit prominently but organically integrated into the sets, and a quest where players collect the letters I-N-T-U-I-T to earn highly-coveted virtual merch.

Engagement with the experiences topped charts:

-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.

-Saweetie’s Super Bowl Concert became the highest-rated concert ever on Roblox with a 91% player rating, ahead of concerts by Elton John, The Chainsmokers (Gamefam) and K-Pop sensation NCT127.

-Super NFL Tycoon became the 2nd biggest sports game launch on Roblox ever and is on track to become one of the largest sports games on Roblox by total visits.

- The Super Bowl campaign became a top five Roblox event over the past year with 7.5+ million visits in one week.

-Saweetie’s concert earned in-depth coverage from 40+ prominent media outlets including USA Today, Rolling Stone, Variety, Sports Illustrated, TechCrunch and Billboard.

Data sources: RoMonitor, Gamefam, Intuit