The Super Bowl Soulful Celebration was originally designed to merge the excitement of football with the rich cultural and spiritual heritage of the Black community. By celebrating faith, music, and sports, the event has become a must-see multicultural moment leading up to the Super Bowl, reinforcing messages of perseverance, inspiration, and unity, something we all can identify with. Authentic storytelling from NFL players, coaches, and celebrities highlighted the role of faith in their personal and professional journeys.

Star power plays a key role in amplifying the event’s impact, with Grammy-winning artists, mainstream music icons, and NFL legends coming together for powerful performances, testimonials, and award recognitions. Strategic partnerships each year with major networks like CBS, FOX, and NBC ensured widespread reach, transforming the celebration into a nationally recognized experience.

Our multi-platform content strategy extended the event’s influence beyond the live audience, incorporating cinematic staging, real-time social media engagement, and exclusive behind-the-scenes content. Digital innovation, including generative AI and interactive experiences, allowed fans to connect with the event in new and engaging ways across Instagram, Twitter, and TikTok.

Brand and sponsorship integration strengthened the event’s purpose-driven positioning, attracting partners like P&G, Lexus, AT&T, Toyota, and the NFL Inspire Change initiative. Through branded content, activations, and storytelling, sponsors were able to forge meaningful connections across all generations, including gen-z, faith-based, and culturally engaged audiences. By embracing authenticity, star power, and innovative storytelling, the Super Bowl Soulful Celebration has became more than just a concert—it evolved into a cultural movement bridging faith, football, music, and entertainment.

Working across channels, Broadcast, Digital, Social, OOH and Experiential, the electrifying Live Taping in Las Vegas surpassed all expectations, while the subsequent Broadcast on the eve of the NFL Super Bowl exceeded projected KPIs by an impressive 300%. Underscoring the efficacy of our strategic approach and the overwhelming resonance of the event with audiences.

To drive awareness and generate excitement around the Live Tapping Ticket Sales, the CBS Premier the night before the Super Bowl and On-Demand Streaming after the premier, we created 3 :30’s and 6 :10’s for Broadcast, Digital and Social. Each used the same narrative structure with a unique CTA, allowing us to quickly switch from footage supplied by talent before the show to new recorded footage after the show and to quickly test content with our :10’s. Above is one of the full show :30’s promoting On-Demand Streaming and below are 2 :10’s targeted at different audiences.

Interactive Storytelling - Social and Digital First Engagement

The NFL Super Bowl Soulful Celebration generated massive online engagement, leveraging real-time content, influencer amplification, and interactive storytelling to drive awareness and excitement. The event's unique fusion of faith, music, and sports resonated deeply with diverse audiences, making it a standout moment leading up to the Super Bowl.

Over 78+M impressions across social platforms, driven by pre-event promotions, live coverage, and post-show highlights.

#SuperBowlSoulful trended on Twitter, as fans engaged with performances, inspirational speeches, and behind-the-scenes moments.

8M+ video views from exclusive content featuring Grammy-winning artists, NFL legends, and powerful testimonials on faith and perseverance.

High engagement rates on Instagram and TikTok, fueled by fan reactions, live clips, and interactive polls.

Brand and sponsor integrations with partners like Lexus, P&G, Mountain Dew, AT&T, and the NFL Inspire Change initiative saw strong audience interaction and sentiment.

By blending authentic storytelling, star power, and digital-first engagement, the Super Bowl Soulful Celebration successfully expanded its cultural impact, reinforcing its role as a must-watch Super Bowl weekend tradition.

Social Talent Announcement

To drive early awareness and excitement leading up to the CBS premiere, we created custom branded static and animated social post for All Talent, 7 Acts and 2 Hosts. The post were published across digital and social channels on Facebook, Instagram, X and Twitter

Social Live Event Awareness and Ticket Sales

To amplify ticket sales I exercised the new brand guidelines, stepping outside the circle to differentiate the broadcast premier and connect with the live, in-person experiential event. Original post for All Talent, 7 Acts, 4 Players and 2 Hosts were published across digital and social channels.

FOMO Broadcast Premier Countdown

Starting 8 days out from the CBS Premier, we created a social countdown utilizing talent and Las Vegas to drive a little FOMO while creating awareness for fans that may have not been paying attention to Las Vegas Super Bowl events until the two Super Bowl teams were decided.

Watch With Me Broadcast Social Activation

Inspired by the success of The Color Purple's “Watch With Me” campaign, we amplified our audience with camaraderie and the power of community. From Inspirational Leaders to NFL players, star power and social Influencers, the campaign drove exceptional active engagement across social and digital channels, helping us to expand our demographic reach.

Exclusive Social and Digital Content

Exclusive backstage video and promotional content generated anticipation and excitement for both the Live Event and CBS premiere. Allowing the audience to feel connected to the experience and helping to drive exceptional engagement by delivering over 78 Million impressions

Responsive Website and Content Hub

The Super Bowl Soulful website serves as a content hub and information center that is updated to coincide with PR, social and campaign initiatives. Its modular design allows for efficiency and quick updates. From driving ticket sales and news to where to watch, it serves as a resource and the SEO brick and mortar.

Palms and Pearl Theater Out of Home
To help drive awareness in Las Vegas we took advantage of the Palms premiere promotional real estate. This included the Marquee, the hotel exterior “Tall Wall” and the Pearl Theater Box Office and Entryway. We also printed Rack Cards that were handed out with key cards at check-in and presented digital signage throughout the hotel and on in-room TV’s.

Live Event Graphics

We balanced in-show graphics with broadcast graphics, ensuring the right motion elevated the emotion and branding was fluid, leaving a positive, memorable impression. Maximizing the over 70 ft stage display, we were able to project to the live audience while allowing cameras to capture motion backgrounds behind performers and cut away to broadcast graphics.