SpongeBob at the Super Bowl

For decades, the Super Bowl has been a sacred Sunday ritual for grown-ups: beer commercials, serious plays, halftime shows that scream "maybe cover the kids' eyes." It’s the biggest game on TV, but not exactly a family-friendly space. That changed when Nickelodeon made the ultimate interception and turned the game into a touchdown for kids of all ages.
Supporting the first-ever Super Bowl simulcast, we knew we needed to do something BIG. Our answer? Build a fully bespoke 50’x50’ inflatable wonderland that blended the hype of football with the zany world of SpongeBob and Nickelodeon’s hot new look. Dorothy Creative and Nickelodeon’s creative teams collaborated with vendors to design, cut, and sew with rough and tumble-proof fabrics and innovate around novel inflation methods to design a durable space full of X’s and O’s, a massive Splat, and a slew of incredible experiential moments that brought Nickelodeon’s iconic brand to life in an inviting and shareable way.
Within this fun and festive inflatable environment, we engaged Nickelodeon’s “kids-of-all-ages” audience to jump, run, play, and take pictures with a series of six unique engagement points. Our creations included a miniature football field with custom scenic elements like a larger-than-life-sized plankton character, a custom Krabby Patty trampoline where kids jumped with giant pickles and sea kelp, tackle-able giant S-L-I-M-E letters, and more. All of this was set beneath a replica of the iconic orange Nickelodeon blimp, seemingly dumping slime into an orange splat footprint where kids could step up and pose with their own Nickelodeon’s MVP trophy for a photo.
Overall, we accomplished the objective of designing an experience that cohesively brought together three distinct entertainment titans: the excitement of the NFL's biggest game, the underwater fun of SpongeBob, and the unmistakable world of Nickelodeon. We created next-level nostalgia through an immersive, celebratory live experience that was full of over-the-top fun for kids, parents, sports fans and anyone who happened to be at the most massive broadcast moment this side of Bikini Bottom.