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Kick of Destiny
How do you cut through the noise of Super Bowl Sunday and get America emotionally (and financially) invested in one live moment: Gronk’s first-ever field goal—with $10 million on the line?
How do you cut through the noise of Super Bowl Sunday and get America emotionally (and financially) invested in one live moment: Gronk’s first-ever field goal—with $10 million on the line?
Turn a 30-second Super Bowl spot into a six-week cultural movement.
Enter: Kick of Destiny. A campaign where Rob Gronkowski trained, stumbled, flexed, and shot (kicked?) his shot—live during the Super Bowl.
We leaned into the drama, the comedy, and the sheer chaos of trusting Gronk with a football and the hopes of millions.
From the NFL playoffs to the Big Game, we built anticipation across every channel:
Created an integrated comms strategy with PR hooks leading up to the Super Bowl
Landed Gronk appearances on Fallon, GMA, CNBC, NFL Network and CNN
Activated *on the ground* with a Gronk press conference and fan engagement at Radio Row
Flooded Phoenix with marble foot busts, retro posters, and real-life kick challenges
And then… the kick.
Live. One man. One chance. And a war room watching...
New to the team, I brought a tech-forward experiment to life:
Prompt-engineered ChatGPT 3.5 for real-time social response during the event—defining brand tone, output goals, and edge cases for a live Super Bowl moment.
It was a bold test. No AI-generated responses made it directly out of the gate, but the insights we gained built a foundation for future activations—and introduced generative AI as a creative teammate.
The only thing bigger than the bet was the buzz.
And yes—Gronk missed again for Kick of Destiny 2.
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