Super Bowl LII

Super Bowl LII: NBC Sports Unveils Massive Digital, Social Plans to Promote Big Game

NBC Sports will surround Super Bowl week with its most comprehensive digital and social consumer engagement campaign ever to promote the network’s coverage of Super Bowl LII this Sunday from U.S. Bank Stadium in Minneapolis, MN. NBC Sports Group is teaming up with popular digital show Hot Ones, featuring Denver Broncos linebacker Von Miller, a special Super Bowl edition of Buzzfeed’s hit series Worth It and “way-too-early” Super Bowl predictions from athletes including Dale Earnhardt, Jr., and more. 

Denver Broncos linebacker and All-Pro Von Miller will put his taste buds to the test in a Super Bowl-centric interview on the popular digital show Hot Ones, where host Sean Evans interviews celebrities over a platter of increasingly spicy chicken wings. The exclusive content will run this Thursday, Feb. 1, at 11 a.m. ET on the First We Feast YouTube Channel, and a portion will air during NBC’s pre-game coverage of Super Bowl LII.

Steven Lim and Andrew Ilnyckyj of Buzzfeed’s Worth It — a food series where Lim and Ilnyckyj try three menu items at three different restaurants at drastically different price points to see if the priciest item was “Worth It” — traveled to Minneapolis, Minn., ahead of Super Bowl LII to taste some of the best eateries in the city. The hosts sampled some classic Super Bowl dishes, including fried chicken, cheese dip, and more.

11-year-old son of Football Night in America analyst and Super Bowl-winning head coach Tony Dungy will be on-site in Minneapolis as a social and digital kid reporter. Justin will cover NFL Opening Night, interview players and fans, and capture the spirit of Super Bowl week.

NASCAR’s Dale Earnhardt, Jr. and 2017 NASCAR Cup Champion Martin Truex, Jr., along with Olympic alpine skiing gold medalist Lindsey Vonn, among others, gave their “way-too-early” Super Bowl predictions ahead of Super Bowl LII.

NBC Sports Digital will roll out exclusive content across @SNFonNBC beginning tomorrow, Tuesday, Jan. 30. Content includes finding the best “Jucy Lucy,” a burger filled with cheese — a staple on Minnesota menus — and interviews with ice fishing shack owners, a quintessential Minnesota pastime. In addition, content will be created with NBC Sports talent, including Al Michaels & Cris Collinsworth’s “Super Bowl Newlywed Game”, and Michele Tafoya’s Minnesota “Slang Explained”.

During Super Bowl week, the NBC Sports social media team will be everywhere, from NFL Super Bowl Opening Night to the sidelines on Super Bowl Sunday, covering every moment and play of #SBLII.

During gameday, NBC Sports’ “Social Central” will be a communications hub for all things social media, spanning from “Super Bowl Central” — NBC Sports Group’s primary home for studio programing during Super Bowl week, located in downtown Minneapolis, Minn., and U.S. Bank Stadium — to NBC Sports Group’s International Broadcast Center in Stamford, Conn.

Members of the NBC Sports social, digital, and consumer engagement teams will be ready to cover and react to any moment from pre-game through the final whistle and trophy presentation, including having two social media producers dedicated to on-field and in-stadium content. Social media and digital content will be updated in real time.

NBC Sports Group’s Sunday Night Football bus returns to Minneapolis, Minn., for Super Bowl LII. Monday and Tuesday of Super Bowl week, the SNF Bus will attend events across Minneapolis, including a stop with NBC affiliate KARE. Tuesday throughSaturday, the SNF Bus will activate at the Super Bowl Experience with a warming station and chances for fans to win prizes each day. In addition, fans will get a closer look at behind-the-scenes action of SNF broadcasts on the bus, which will take fans from the field, to the studio, and in the production trucks. Features of the bus include a replica of the Football Night in America desk, highlights wall, the ability to see what it’s like to be an NBC camera operator through four different camera views and more.

NBC Sports will cover Super Bowl LII from various Sunday Night Football and NBC Sports social media accounts to make sure fans don’t miss a moment.

  • Facebook: The NBC Sports and Sunday Night Football Facebook accounts will provide users with news from ProFootballTalk, shareable images, videos, and chats with NBC Sports Group commentators.
  • Twitter: @SNFonNBC will provide real-time news and photos from Minneapolis. @ProFootballTalk and @NBCSports will post news and information on the game, and behind-the-scenes content from PFT Live.
  • Instagram: SNF on NBC and NBC Sports Instagram accounts will be one-stop shopping for photos throughout Super Bowl week with behind-the-scenes access to NBC’s production, including photos of NBC Sports Group commentators and sideline coverage documenting the game from kickoff through the celebratory confetti.
  • Snapchat: The NBC Sports Snapchat account will showcase all the action of Super Bowl week in real time, from NFL Opening Night until the Lombardi Trophy is hoisted on Sunday, and will give fans a behind-the-scenes look at all of the happenings in the lead up to kickoff.

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