case study

What does it take to be a Super Kid?

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.

Contest Game Plan

1st Quarter

Kids worked with parents to submit audition videos showing why they’re a Super Kid.

2nd Quarter

8 semi-finalists were selected and interviewed.

3rd Quarter

3 finalists and their videos were voted on by their peers.

4th Quarter

The 8th annual Super Kid, Marlo, was revealed during a surprise announcement on Good Morning America.

111 Million

TV viewers at home saw Marlo hand off the official Super Bowl game ball.

Truly a Super Kid

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.

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