_{THE CHALLENGE}

Bringing Game Day Energy to a New Generation of Fans

NBC Sports and Peacock were exclusively streaming one of the most anticipated matchups of the 2025 NFL season, the Baltimore Ravens hosting the Green Bay Packers on Christmas week. The challenge was cutting through the noise of the holiday season and building genuine excitement among younger, digitally native fans who might not be tuned into traditional broadcast platforms.

The goal was to raise awareness of the Peacock Holiday Exclusive among US users in a way that felt native to the platforms they actually use, converting passive awareness into active engagement before and during the game.

_{THE APPROACH}

NFL Universe Football as the Ultimate Fan Hub

Voldex and NBC Sports partnered to bring the Peacock Holiday Exclusive directly into NFL Universe Football, the top football experience on Roblox. Rather than a simple banner placement, the collaboration created dedicated in-game destinations and exclusive content that gave fans genuine reasons to show up, explore, and stay.

The activation launched on December 19, giving fans over a week of engagement leading up to the December 27 kickoff, building sustained excitement and driving Peacock awareness through gameplay rather than advertising.

_{THE EXPERIENCE}

Two New Destinations, Exclusive Rewards, and Holiday Spirit

The activation gave NFL Universe Football players a full suite of Peacock-themed content to discover during the holiday week, including two new in-game locations and an exclusive reward track:

Peacock Stadium, a winter-themed arena blending NFL heritage with Peacock's bold holiday style
The Peacock Zone, featuring an announcer booth and festive gathering space
Exclusive collectibles: Peacock beanie, fanny pack, elf hat, shoulder pet, and a special Peacock touchdown celebration
A Christmas branded takeover with social amplification driving reach beyond Roblox

_{THE RESULTS}

More than 10x Return on Ad Spend in 17 Days

The Peacock Holiday Exclusive activation inside NFL Universe Football delivered exceptional results in remarkably short window. Within 17 days of launch, the campaign generated more than 10x return on ad spend, with 30 million visits to the Peacock Zone and over 4 million reward claims, demonstrating the power of in-game experiences to drive measurable brand impact at scale

>10xreturn on ad spend

30M+Peacock Zone Visits

4M+reward claims