To promote Super Bowl LII, NBC Sports is rolling out what it’s calling its “most comprehensive digital and social consumer engagement campaign ever,” with talent participating across digital and social platforms.

The Philadelphia Eagles take on the Super Bowl Champion New England Patriots at U.S. Bank Stadium in Minneapolis, Minn., on Sunday, Feb. 4. Game time is 6:30 p.m. ET, but NBC’s pre-game coverage will kick off at noon ET. Across digital and social platforms, however, NBC Sports will be promoting toward the big game all week long.

For starters, Sean Evans, host of digital series Hot Ones, will interview Denver Broncos linebacker and All-Pro Von Miller, who will test his taste buds over a platter of increasingly spicy chicken wings. The show will first run Thursday, Feb. 1, at 11 a.m. ET on the First We Feast YouTube Channel, with a portion of the interview also airing during NBC’s pre-game coverage.

Steven Lim and Andrew Ilnyckyj of Buzzfeed’s Worth It traveled to Minneapolis ahead of time to sample some of the city’s fare as well as classic Super Bowl dishes, such as fried chicken and cheese dip.

Justin Dungy, 11-year-old son of Football Night in America’s Tony Dungy will serve as a social and digital kid reporter in Minneapolis, covering NFL Opening Night and interviewing players and fans.

NASCAR’s Dale Earnhardt Jr., NASCAR Cup Champion Martin Truex Jr., and Olympic gold medal skier Lindsey Vonn will offer up their “way too early” Super Bowl predictions, which will then be posted across NBC Sports social accounts.

Exclusive social and digital content starring NBC Sports talent such as Al Michaels, Cris Collinsworth and Michele Tafoya started rolling out across NBC Sports social handles on Tuesday, Jan. 30.

In addition, two social media producers will be dedicated to on-field and in-stadium content all day on Sunday, updating in real time. Platforms include NBC Sports and Sunday Night Football on Facebook; @SNFonNBC, @ProFootballTalk and @NBCSports on Twitter; SNF on NBC and NBC Sports on Instagram and NBC Sports on Snapchat.

Finally, the Sunday Night Football Bus will be traveling around Minneapolis throughout the week, stopping at Super Bowl-related events across the city and at NBC affiliate KARE. Tuesday through Saturday, fans can visit the bus to take part in the “Super Bowl Experience,” with a warming station and chances to win prizes.


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