Super Bowl LII Sponsorship
NMDP
NMDP needed to grow brand awareness and drive bone marrow donor registrations among younger audiences. The challenge was creating urgency around a cause most people have never personally encountered, at the most crowded media moment of the year.
Campaign Development
Non-Profit
Partnership
Experiential
Awareness
The Strategy
Rather than asking people to care about an abstract idea, we made them feel it. A fully integrated Super Bowl week campaign was built around a VR experience that placed participants inside the perspective of patients searching for a compatible donor match, surrounded by multiple touchpoints designed to move people from awareness to action.
The Execution
- 10-day immersive VR activation during Super Bowl Live
- Sponsorship of Business Connect, the NFL's minority owned vendor program
- NFL Films video production documenting NFL donor/recipient first meeting
- Social media and influencer support amplifying the campaign throughout Super Bowl week
The Results
500K+
Media impressions across a 10-day Super Bowl activation
270+
New donor registrations driven by the VR experience
1
Life-saving stem-cell donor match confirmed post-campaign
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