We knew Twitter is where the best Super Bowl commentary happens in real time. So we built a campaign that celebrated the fan voice—putting tweets (literally) on the map and bringing them to life in massive, unexpected ways.

From tweeting on the roof of SoFi Stadium, to dropping limited-edition merch, to hosting creators in our Tweet Suite, we lit up the timeline before, during, and after the game—and turned Twitter itself into part of the show.

• Amplify Twitter’s role as the go-to destination for Super Bowl commentary

• Drive pre-game engagement and hype through fan-generated content

• Encourage non-users to download Twitter and join the game-day conversation

• Surprise and reward fans through real-world visibility and branded experiences

• Extend campaign momentum beyond the final whistle

Campaign Launch Video
We kicked things off with a bold CTA video from @TwitterSports, inviting fans to tweet their wildest Super Bowl predictions. The promise? A chance to see them lit up—literally—on the roof of SoFi Stadium, a massive canvas of LED screens.

Tweet-Featured Stadium Activation
Each week, we selected standout tweets from fans, brands, and VITs (Very Important Tweeters) and showcased them on SoFi’s rooftop, capturing each one as shareable clips or stills. Fans were surprised and delighted when their tweets came to life—then got a response directly from us.

Growth Marketing Video
We developed an additional asset for Twitter’s Growth team, encouraging non-users to download the app and join the conversation during one of Twitter’s most electric annual moments: the Super Bowl.

Hype Video (Post-Game Recap)
On the Monday after the big game—a cultural moment in its own right—we dropped a Hype Video recapping every activation:

• Tweets on the stadium

• Surprise & delight merch moments

• Fan engagement

• The highly coveted Tweet Suite experience
  We kept the energy alive and conversation going well past Game Day.

Influencer Partnerships
We invited a curated group of VITs and creators to join us in the Tweet Suite, giving them exclusive access to Twitter merch and premium seats, all while encouraging them to live-tweet the experience and amplify the campaign in real time.