Boyz II Men x Super Bowl LVI Activation

Peacock and DMM teamed up with iconic music group Boyz II Men to live tweet Super Bowl LVI from a fresh, fun perspective.

Overview

Super Bowl Sunday is the biggest sports and cultural event of the year in America, and for the first time ever, the big game was simul-streamed on Peacock. To capitalize on this supercharged sports-filled weekend and break through the crowded social conversation, Peacock and DMM teamed up with iconic 90s group Boyz II Men to take over Peacock’s social handles and bring playful commentary to our coverage of the big game.

peacock

OBJECTIVES

To capitalize on the excitement surrounding the Super Bowl, as well as the highly anticipated series Bel-Air, DMM was tasked to plan and produce a watch party that would allow Peacock to own – not just join – social conversation surrounding the game and series premiere. DMM secured Boyz II Men to provide colorful commentary on the game, as well as reminisce about their time as extras on the original Fresh Prince of Bel Air. In addition to securing talent, DMM built out a custom watch party set in our Studio space to capture real-time content and publish with BIIM across Peacock socials to capitalize on key moments within the broadcast.

RESULTS

The entire Super Bowl weekend was a success across the board in terms of organic engagement for Peacock! The Boyz II Men takeover helped grow our Twitter account, with a 253% fan growth, 32.3k mentions, and positive sentiment being higher than any other competitor over the weekend, in addition to 74% of Super Bowl content performing above average compared to platform benchmarks for engagement rates. This partnership highlighted the breadth and depth of Peacock’s offerings in an authentic and engaging way, resulting in +5508% engagements compared to previous live-tweeting partnerships.

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