Super Bowl LIX in New Orleans marked another record-breaking event in terms of attention, engagement, and revenue for the NFL, advertisers, athletes and influencers alike.
The game set ratings records on linear and streaming channels, spurring an increase in social media activity across all platforms. The Philadelphia Eagles alone generated 10.1 million engagements on Super Bowl Sunday.
Greenfly was on the ground in New Orleans helping partners, clients and the industry at large activate around and capitalize on the most engaging event in the history of professional sports.
NFL Live Content Coordinator Program at Super Bowl Week
On Saturday before the Super Bowl, Greenfly was fortunate enough to host the NFL’s Randy Sollenberger — who oversees the league’s Live Content Correspondent Program — and a group of rising stars in the short-form content space for brunch.
Denis Kennedy Jr., Suzi Mellano, Trevor Hayes and Michael C. Mooney made their way out to Tremé to talk a little shop ahead of the Big Game. (Still unsure if it was the company and conversation or the promise of beignets and frozen Vietnamese coffee that lured them away from Radio Row.)
These young professionals are some of the strongest creators in the industry and had a chance to demonstrate their talent on its biggest stage. Discussing capture strategy with them on Saturday morning and then seeing the incredible content they produced fill the feeds of fans all over the world during the game on Sunday night was an absolute thrill.
From Monday, February 3, through Thursday of the following week, this group of content creators and two dozen of their peers uploaded nearly 2,000 assets into Greenfly, and 64% of those were downloaded within 15 minutes of hitting the platform, helping the NFL, its teams, players, and partners maximize the value of their short-form content.
Verizon’s FanFest Curates Live Content Capture From 30 Venues Simultaneously
The NFL’s LCCs weren’t the only leaders in the short-form space to swing through the “Louisiana Lounge” over the weekend. Verizon was in town for a massive activation that touched pretty much every aspect of the week’s programming. The Saturday night soiree at their House of Verizon installation — which featured performances by Janelle Monae, Doechii and T-Pain — had Nola buzzing.
Earlier that day, Verizon Senior Director, Global Partnerships & Vertical Domains Alethea Peyrin and Global Domains Lead for Sports and Venues Leighton Griffiths were able to pop by to celebrate the success of the Behind the Lens Program, a partnership between Verizon and the NFL aimed to diversify the talent pool in sports content creation by giving aspiring professionals on-the-job training and experience covering sports’ biggest events.
Greenfly powers the short-form content marketing operations for Verizon’s Behind the Lens program, helping this group of diverse and capable creators capture and distribute engaging content while telling their own stories in real-time.
And that’s really just scratching the surface for Verizon’s activations during Super Bowl week. Their FanFest initiative allowed tens of thousands of fans to attend events at NFL stadiums around the country simultaneously, leveraging Live Content Coordinators on the ground to capture short-form content from each venue in real-time.
Greenfly powered short-form content marketing operations for Verizon’s Super Bowl FanFest activation, helping teams and creators scattered throughout the country to celebrate the industry’s biggest names on its biggest stage.
Athletes First and GOAT Farm Media Athlete Activation and Real-Time Storytelling at The Block
FanFest helped virtually transport tens of thousands of fans to the Big Game, but those on the ground in the Big Easy had the opportunity to take advantage of a litany of IRL activations across the city.
Athletes First is the premier NFL agency that has been representing elite players, coaches, personnel and broadcasters since its inception in 2001. Leading up to Super Bowl LIX, Athletes First and GOAT Farm Media — its agency subsidiary specializing in content creation featuring professional athletes — hosted The Block, a 25,000 square-foot brand activation spread across four mansions in downtown New Orleans.
Greenfly powered short-form content operations for The Block, allowing GOAT Farm Media to seamlessly collect and curate event content for real-time storytelling and distribution to athletes, brands, guests, and internal teams.
Real-Time Content Capture & Distribution via Greenfly +Event Galleries
In partnership with Tagboard, Monks and Amazon Web Services, Greenfly transformed 1238 N. Robertson St. into the Louisiana Lounge, a daytime refuge from the more traditional callings of a long weekend in New Orleans.
For three days, sports & entertainment executives, industry thought leaders and up-and-coming content creators filed in and out of the Louisiana Lounge. Demonstrations of the latest and greatest applications of cutting-edge technology adorned massive screens shipped in and erected for the occasion.
Upstairs, a primary bedroom suite became a posh podcast production studio where conversations with FanDuel’s Avishay Kumar, Sinclair Media’s Rich Cooke, Verizon’s Eric Greendyk and many others were streamed live on LinkedIn to viewers around the world (and broadcast on those massive screens throughout the Lounge).
Greenfly was on-hand to capture it all, leveraging our +Event Galleries to power the collection and distribution of short-form content to partners, speakers and attendees throughout the week.
Asher Greene is a young photographer who’s worked for the Atlanta Dream, Atlanta United FC, and New York Giants. (He begins his tenure as a photography intern for the New York Yankees this spring.) Jack R. Martin is a burgeoning videographer who recently moved to New Orleans after accepting a position as the Assistant Director of Creative Services for Tulane University Athletics.
Together, Greene and Martin shot, edited and dropped short-form content into Greenfly’s Louisiana Lounge +Event Gallery in real-time. Guests scanned a QR code on their access lanyard to visit that public Gallery, and could even search for their likeness using a selfie to curate the specific pieces of content they’re featured in.
This workflow ensured everyone who visited the Louisiana Lounge immediate, frictionless access to the content they needed to effectively elevate their brand while on the ground in New Orleans.
All told, Greenfly powered the capture, collection, distribution and publication of short-form content across a handful of premiere event activations throughout Super Bowl week in New Orleans, resulting in hundreds of posts published, thousands of assets created, millions of engagements earned, and hundreds of millions of impressions generated.
