Facebook App Page’s Cover Image to Become a Jumbotron During the Big Game

Most people will never make it onto the Jumbotron at the Super Bowl, largely due to exorbitant ticket prices and limited availability (even more so this year, thanks to the pandemic), but there is a way to make it onto the virtual Jumbotron on the Facebook App page. Facebook Creative X teamed up with creative agency Joan Creative on “Cheer Together,” part of the social network’s ongoing “More Together” brand campaign. Joan and Facebook collected photos and videos submitted by Facebook users from Dec. 7, 2020, through Jan. 7, for a Kiss Cam Jumbotron, which went live on the cover image surface for the Facebook App page during the National Football League’s conference championship games last Sunday, and the Dance Cam Jumbotron, which will go live during the Big Game Sunday, Feb. 7. Superfan Dance Cam Mom will also appear on the Dance Cam Jumbotron. Facebook Creative X creative director Andrea Mileskiewicz said in a statement, “We wanted to bring together sports fans and, no matter what team you cheer for, the Jumbotron is a beloved part of live sports we all know and miss. That’s why we took the most jumbo surface on our brand page and reinvented it. This playful transformation is another demonstration of the endless possibilities around community engagement that exist on the Facebook application. Looking at ordinary surfaces differently or sideways can unlock all kinds of new fun and conversation.” Joan co-founder and chief creative officer Jaime Robinson added, “While we may have to stay at home for game day, we wanted to re-create the fun feeling being there as part of the Facebook group experience. This gives couples a chance to be part of the stadium-style action, where they can be seen by thousands live on the Kiss Cam, and wilder fans can broadcast their moves on the Dance Cam, if they dare.” CREDITS: Facebook Marketing manager: Evan RowleyFacebook Creative X creative director: Andrea Mileskiewicz Joan CCO and co-founder: Jaime RobinsonCEO and co-founder: Lisa ClunieExecutive creative director: Dan LuceyManaging director: Sarah CollinsonPresident of Joan Studios: Daniel MarinDirector of planning: Chris TurneyDirector of creative services: Becca PatrickCreative director: Phillip ChoAssociate art director: Valeria VanzulliAssociate copywriter: Francesca BonomiAccount director: Hannah SteinAccount supervisor: Raelyn MartinSenior strategist: Hannah LewmanJunior strategist: Andrew AllenExecutive producers: Elise Podell, Nicole SeveriEditor: Tyrone RhabbAnimator/designer: Evan DiLeo For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl 2021 Ad Tracker and the rest of our stories about the Big Game. And join us on the evening of Feb. 7 for the best in-game coverage of the commercials anywhere.

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Facebook App Page’s Cover Image to Become a Jumbotron During the Big Game

Facebook Creative X, Joan Creative teamed up on 'Cheer Together

David Cohen

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