The NFL, Nickelodeon, Food Network and Harvard Business Review are Digiday Media Awards finalists
Integration of emerging technology, audience engagement, unique content formats, branding and cross-promotion emerged as significant themes among this year’s Digiday Media Awards shortlist. With publishers and brands looking to reinforce their positions as industry leaders, they are also emphasizing quantifiable metrics and real-world impact to highlight the success of their initiatives.
In the Best Use of Emerging Technology category, the NFL and Nickelodeon earned a nomination for their Roblox campaigns supporting Super Bowl LVIII. Ahead of the first Super Bowl alt-cast airing on Nickelodeon, both brands partnered with metaverse game developer and strategist Gamefam to launch a cross-game campaign on Roblox. The partners brought endless Nickelodeon and NFL-themed content, including immersive gameplay, quests and trivia, to Roblox’s more than 70 million daily users across a 29-day brand experience. It became the top brand event on Roblox, with more than 75 million total visits. It also helped drive family audiences to the NFL’s Christmas Day broadcast on Nick and the channel’s Super Bowl alt-cast.
Among the Best Use of Social category finalists is Food Network, which strives to balance its status as a trusted food brand with a quirky, trend-driven approach to its social content strategy. The compelling content shared across Food Network’s platforms includes clips and memes from TV shows, bespoke recipes and tips, behind-the-scenes looks at restaurants and spotlights on the most-visual user-submitted food content on the internet. In addition to featuring Food Network’s all-star chefs, its social platforms also introduce fans to new and up-and-coming culinary talent. Food Network Social has nearly 73 million followers across platforms like Facebook, Instagram, Twitter, YouTube and TikTok.
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