Case study · Campaign operations · Super Bowl LX · 2026
Publishing Super Bowl LX
I operated the Super Bowl LX publishing program across 41 pieces and 130 placements: building and packaging assets, writing and adapting copy, scheduling and publishing posts, and managing collaboration tags. I also checked the plan before launch and produced the post-campaign analysis.
In brief
- Role
- Built and packaged assets; wrote and adapted copy; scheduled and published posts; managed collaboration tags; checked the plan and produced the analysis, reporting to the publishing lead.
- Key decisions
- Track collaboration acceptance live, per post, rather than reconciling it after the week. Analyze collaborator fit and format together rather than counting tags.
- Selected result
- Team result: 296,160 views, 22,609 engagements, 1,795 shares, and 31 logged collaboration acceptances across 41 pieces and 130 placements.
Writing for an unresolved award outcome. This caption came from the Davis celebration package I built before the winner was known:
What a season. What a movement.
For three years, we’ve partnered with the Saints’ Demario Davis, watching him lead on the field and in his community. Demario is one of many NFL players using their platforms to drive real change in their communities. These leaders understand that change doesn’t start at the top: it starts with people closest to the challenge.
Here’s to everyone showing up and proving that this game isn’t just for playmakers — it’s for changemakers.
Authored caption from the published celebration package (Instagram version). Paragraphs were dropped for length; the wording inside each one is quoted exactly as published, punctuation included. Handles are rendered as names. The package carried per-platform adaptations and a contingency version scripted for either award outcome, written before the winner was known.
The week
The Walter Payton Man of the Year award is announced during Super Bowl week. Stand Together’s program had five player cutdowns plus legends content ready and more built reactively as news broke; five cutdowns landed inside one 48-hour window around the announcement. Every post carried collaboration tags whose acceptance couldn’t be forced, copy tied to award outcomes that weren’t known at writing time, and subject matter where an overclaim or a wrong player detail would be seen at maximum visibility.
| Day | Content |
|---|---|
| Mon | Campaign intro post; first cutdown repost |
| Tue | Two cutdowns / quick-turns |
| Wed | Two cutdowns / quick-turns |
| Thu | Award-nominee carousel; additional cutdown; on-site event short |
| Fri | Three cutdowns land the same day; award-winner post |
| Sat | Final cutdown |
| Following Monday · follow-up | Post-game celebration video |
What was mine
- Building and publishing the packages. I built and packaged assets, wrote and adapted copy, scheduled and published posts, and managed the collaboration tags.
- Pre-launch pressure test. I ingested the full week’s plan and reviewed sequences, timing, platform assignments, and tag strategy before anything went live, because conflicts were cheaper to fix on Monday than mid-window.
- Copy QA across every player asset doc. I caught overclaims, buzzwords, near-duplicate headlines scheduled too close together, and a copy-paste error before publication. I also checked each package against the partnership’s standards: player and cause first, partner later, and a clear division of work between the headline and caption.
- Collaboration communications and tracking. I drafted the notification templates sent to partner contacts and logged acceptance per post, live, so follow-up pushes went only where a tag was pending and still worth chasing.
- The post-campaign analysis, built per post rather than as a totals summary.
- Set the releaseConfirm the date, platform, and collaborator tags.
- Publish and logRecord the live link and collaboration invite.
- Track acceptanceLog each collaborator’s response against the post.
- Follow up selectivelyContact partners where an invitation is pending and a follow-up is still useful.
Results
296,160 views, 22,609 engagements, 1,795 Facebook and Instagram shares, and 31 logged collaboration-tag acceptances across the 41 pieces and 130 placements.
I compared the posts individually to understand what the total concealed:
Published campaign work. I built the publishing packages, wrote and adapted copy, scheduled and published posts, managed tags, and produced the analysis. Film and design production were team functions.
The published week, post by post
Every brand-channel post from the week, in publishing order, with the views recorded in the campaign performance export. Each one is live. Copy on all of them passed through the QA step described above.
- Campaign intro post 5,978 views
- Demario Davis cutdown 9,750 views
- Solomon Thomas cutdown 7,732 views
- Troy Vincent quick turn 6,812 views
- Bobby Okereke cutdown 6,318 views
- Ricky Pearsall quick turn 2,694 views
- Vincent country carousel 10,398 views
- Demario Davis at Radio Row 5,565 views
- Demario Davis award-moment carousel 19,694 views
- Arik Armstead cutdown 4,139 views
- Ameer Abdullah quick turn 26,806 views
- Michael Bidwill cutdown 48,834 views
- Larry Fitzgerald cutdown 91,970 views
- Anthony Munoz cutdown 17,337 views
- Bobby Wagner celebration card 4,519 views
- Austin Hooper cutdown 3,412 views
These 16 are the Instagram posts on the brand’s own channel. The 41-piece, 130-placement figures above count every piece across every platform and placement, including Facebook, X, and LinkedIn versions not listed here.
| Post | Collaborator stack | Format | Views | Engagements | Engagements ÷ views |
|---|---|---|---|---|---|
| Legacy cutdown | Player + team + his foundation + league legacy program | Long-form cutdown | 91,970 | 10,090 | ~11% |
| Quick turn | Player only at tag time; picked up organically by a third-party page same day | Reactive post | 26,806 | 4,076 | ~15% |
| Award-moment carousel | Player + team + league | Carousel | 19,694 | 844 | ~4% |
The work on partner channels
The campaign’s content didn’t live only on brand channels. Program-produced video ran on partner channels too, including the New Orleans Saints’:
Demario Davis’ Community Impact | Walter Payton Man of the Year, on the Saints’ channel
What I recommended next
Plan collaborator mix and format together, and leave room for reactive posts. Ameer Abdullah’s quick-turn post received third-party pickup and recorded about 15 engagements per 100 views. I recommended keeping room in the calendar for that kind of opportunity; these results did not establish a rule that more tags produce more reach.