How do you get a family’s attention after almost a year of home-schooling? Cover their favorite NFL players with slime during the big game.
ViacomCBS brands Nickelodeon and CBS Sports partnered on a co-branded game broadcast during the NFL’s Wild Card game on Sunday January 10, which aired on both CBS Sports and Nickelodeon. The effort entertained families with a game between the New Orleans Saints and the Chicago Bears that also promoted Nickelodeon content and characters.
The idea behind the presentation was to “maximize the co-viewing appeal for kids and families, while maintaining the integrity of the game and its traditions,” Sean McManus, Chairman, CBS Sports explained in a press statement.
Nickelodeon’s presence was seen throughout the broadcast with kid-focused content and Nick-themed elements seen throughout the game. For example, Dynamic Duos Drew Brees and Tayson Hill were compared to Spongebob and Patrick. And New Orleans Saints running back Alvin Kamara was highlighted in a spotlight on Alvins with Alvin Seville from The Nickelodeon show The Chipmunks.
A special halftime presentation gave a sneak peek of Kamp Koral: SpongeBob’s Under Years, a series that will launch this year on ViacomCBS’s rebranded streaming service Paramount+ and then on Nickelodeon. One of the big highlights of the game was a slime-filled endzone, in which canons of slime erupted when a player scored.
Announcer Noah Eagle and CBS Sports’ analyst Nate Burleson were joined by actress Gabrielle Nevaeh Green to call the game, explaining the rules of the game to young viewers at home. Nick star Lex Lumpkin also served as a reporter during the game.
In addition to the TV broadcasts, the game streamed via the NFL as well as on CBS and NFL digital properties and via the participating teams’ mobile properties. NFLNickPlay.com features NFL-themed content that teaches kids about the rules of the game including quizzes, polls, fun facts, photo galleries and videos. For instance, kids are asked multiple choice questions about teams’ home stadiums, as well as choose “Would you rather?” catch a touchdown pass or return an interception for a touchdown. Site visitors can also enter a sweepstakes for the chance to win an exclusive game ball signed by a Wild Card player.
Nickelodeon can use this campaign to market to families and sports fans in future campaigns.
