case study
The NFL PLAY 60 campaign is the NFL’s commitment to keep America’s youth healthy and active for at least 60 minutes a day, every day. The NFL needed the right kid to fuel the PLAY 60 message and inspire other kids to join in.
The PLAY 60 message is most powerful when championed by kids themselves.
The NFL was looking for an energetic, authentic and well-spoken kid who embodied the active Play 60 lifestyle. We launched a nationwide search for the NFL PLAY 60 Super Kid.
Kids worked with parents to submit audition videos showing why they’re a Super Kid.
8 semi-finalists were selected and interviewed.
3 finalists and their videos were voted on by their peers.
The 8th annual Super Kid, Marlo, was revealed during a surprise announcement on Good Morning America.
TV viewers at home saw Marlo hand off the official Super Bowl game ball.
Marlo was a fantastic Super Kid. Good Morning America asked her back for multiple appearances, drastically extending the reach of the program to millions of viewers and exceeding the NFL’s expectations.
