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FINTECH · SUPER BOWL LIX

Owning the social conversation around the Super Bowl in under three weeks.

Rocket's Own The Dream rebrand had to live before, during and after the broadcast. We built the system that kept it at the center of the moment.
Brand:
Rocket Money
Context:
Super Bowl LIX · Own The Dream
Creators:
38 creators across platforms (names withheld for client confidentiality)
Platforms:
TikTok, Instagram, X
Services:
Creator strategy, social content, paid amplification, community management, rapid response, measurement

+ 247 M

Content Views

91 %

POSITIVE SENTIMENT

+ 38 /202

REATORS / PIECES

< 3 wks

TO GAME DAY

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THE CHALLENGE

A broadcast moment that could vanish

A Super Bowl ad disappears without a social ecosystem around it. Rocket's rebrand had to live across the full conversation — in the most crowded media environment of the year, all within a compressed timeline.

  • Extend a broadcast investment into the full social conversation.

  • Build and coordinate it in under three weeks.

The Approach

Three waves and a live room

We built a three-wave creator system across pre-game, live and post-game, with a Community Management Rapid Response Room keeping Rocket inside the real-time conversation as attention shifted across the game, the ad and the reactions.

Speed worked because the operating model already existed.

The Result

Owning the conversation

Rocket stayed at the center of the moment as it unfolded.

  • 247M content views across the moment

  • 91% positive sentiment

  • 38 creators and 202 content pieces

  • Under 3 weeks from activation to game day

Metrics reported across the pre-game, live and post-game window.

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