CASE STUDY
STN Partners with the NFL and TikTok to Produce a TikTok Tailgate Livestream Ahead of Super Bowl LVI and LVII
Our Role
Content + StrategyLivestreamingVirtual EventsFor two consecutive years, STN Digital partnered with the NFL to create a unique TikTok LIVE production in order to build excitement for the NFL’s Super Bowl 2022 and 2023.
Following the successful partnership of the 2022 Super Bowl TikTok Tailgate, which led up to a pregame concert with the Chainsmokers, the NFL approached STN to produce another LIVE show in 2023. This time, the show showcased performances by Jason Derulo and The Black Keys!
How we utilized a TikTok Livestream for the tailgate
To enhance the tailgate experience in the second year, the STN team created an exceptional 20-minute livestream like no other. We leveraged our creative team to develop custom motion graphics, originally produced content and a complete edit of the run of the show.
STN Digital’s production team kicked off the TikTok Tailgate with a rapid start, ideating on original concepts to pitch to the client, creating a run of show, scheduling cast and crew for the on-site shoot, and working closely with TikTok artists to bring their original ideas to life.
In 2022, our team worked directly with top talent @Tinx, boasting over 1.5M followers on TikTok, to capture and edit segments for the livestream. These included Tinx’s ranking of the most popular Super Bowl foods and the most “dateable” team mascots. STN also worked with notable talent for the livestream including Josh Richards, AngryReactions, Emily Zugay, Alejandra Tapia, Noodle the Pug, and King Bach.
In 2023, STN worked closely with top talent @allisonkuch and Las Vegas Raiders’ defensive end @issacrochell to capture and edit clips during the event. Our team also worked with prominent personalities including Liza Koshy, Josh Richards, Carla Rockmore, Makayla London, Emmanuel Duverneau, Harry Mack, and more for the highly anticipated livestream.
@nfl TikTok Tailgate with @tinx?! WE’RE IN 🤩 @tiktok #tiktoktailgate #superbowl ♬ original sound - NFL
The results
In 2022, TikTok was a significant engagement driver – the hashtag #TikTokTailgate, which was presented by Intuit TurboTax, garnered 953M views. The livestream was also featured in numerous outlets including Variety, Hollywood Reporter, Billboard, and Digital Music News.
The TikTok LIVE was streamed by the @NFL, @TikTok, and @TheChainsmokers accounts. The livestream garnered 1.2M unique viewers with 7.8M+ impressions on promotional social content alone and 32.3M video views – generating over 26k new followers for the @NFL account.
In 2023, the TikTok LIVE hit all creative direction milestones and achieved a total success of 1.5M views and 3.1M live likes. This outstanding performance helped the @NFL account gain 30K new followers throughout the duration of the two-hour livestream.
The official Super Bowl LVII #TikTokTailgate hashtag had 52M total video views on the platform. In the second year, the livestream was featured in numerous outlets including:
Interested in learning how STN’s team of expert TikTok strategists can help you brand? Use the form below to get in touch.