TWITTER X SUPER BOWL LVI: A last-minute pivot. A stadium-sized idea. A campaign that lit up the timeline.
(SOCIAL Campaign)
This campaign started with a different story.
Originally, we concepted a multi-spot video campaign titled “___ is my Super Bowl”—an actual phrase used by many Tweeters that was supposed to be the anchor for a culturally rich celebration of the diverse moments that mattered to our communities, from LatinX celebrations to LGBTQ+ milestones to Gen Z streaming obsessions. We worked through Thanksgiving refining scripts, shortlisting directors, and finalizing budgets—only to hit a major roadblock.
Weeks before launch, we were told the NFL would not allow us to use the term “Super Bowl” in any paid messaging (something we flagged right from the get-go but received reassurances on regardless). The entire campaign collapsed, leaving us with director kill fees, internal heat, and no concept.
That’s when we pivoted.
Role: Creative Director
Client: Global Social & Editorial Team
The NEW IDEA
We reimagined the campaign around a space that had been there all along: SoFi Stadium. What if we turned the stadium itself into our canvas and made the roof—a massive grid of LED panels visible from above, even from planes landing at LAX—the hero of this campaign?
The concept: Super Bowl Predictions, live on SoFi. Fans tweet their wildest predictions. We light up the stadium roof with our favorites, captured in stunning drone footage.
And so, the moment became the message, and the tweets became the campaign.
The prize?
Seeing your tweet in lights, on the roof of the stadium. Each week leading up to the game, we selected the most hilarious and offbeat tweets—from fans, creators, and brands—and brought them to life on SoFi’s LED roof. Each night, a custom drone team from LA Drones along with our crew captured the content, and we replied to users with video clips and stills of their tweets in the sky.
Call for Predictions
We kicked it off with a simple ask on @TwitterSports:" Tweet your wildest Super Bowl LVI predictions."
GROWTH
CAMPAIGN
We created a separate growth video for non-users aimed at instilling FOMO, and prompting them to download Twitter so that they could catch the game-day chaos and cultural moments they wouldn’t see anywhere else.
HYPE VIDEO
After the game, we kept the momentum going.
We released a hype video to recap all the touchpoints:
Tweets on the stadium roof
Irreverent merch giveaways
Fan and Creators’ content from our Tweet Suite at SoFi
The video extended the cultural shelf life of the campaign and reinforced Twitter as the best place to talk about the game—before, during, and after.
INFLUENCER PARTNERSHIPS
We invited a handpicked crew of creators and VITs (Very Important Tweeters) to experience the game from our Tweet Suite, tweet their takes in real time, and walk away with exclusive Twitter x Super Bowl LVI merch—all content that organically amplified campaign reach across channels.
Bonus:
The Kicks
And because no campaign is complete without a little swagger, we concepted and produced a custom pair of Nike x Twitter sneakers—a limited drop featuring the iconic bird and visual elements from our UI that were gifted to a few lucky fans.
IMPACT
TwitterSports’ highest-performing Super Bowl campaign to date,
The campaign generated over 20 million combined views, earned widespread media coverage, and delivered a cultural moment that extended beyond game day. By turning prediction tweets into content and making the stadium the star, we showed what Twitter does best—turn conversation into culture.
—CREDITS
Copywriting: Eric Arnold
Art Direction: Patrick Hodges
Video Editing & Sound: Francis Basco
Motion & Animation: Kim Oldford
Producer: Dustin Levine
Drone Footage: LA Drones