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The Season Is Your Stage

PR Campaign
Thursday 20th August, 2026

The NFL turned touchdown celebrations into a fictional “Celly Studio”, where players rehearsed their signature moves with Cam Bynum as coordinator. The playful promo also brought back sugarcane bushes from Bad Bunny’s Super Bowl halftime show, giving the season launch a recognisable pop-culture cameo.

Why it worked: It hijacked a fresh cultural artifact—the Super Bowl bushes—to bridge sports and music, delivering a timely, visual callback journalists could headline.

The lesson: Consider resurrecting a recent viral prop or set piece in a new context to create an instant, headline-ready crossover moment.

NFL
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Every day, brands launch PR campaigns and the media covers them. We scan lots of different news sources and use AI to spot the campaigns behind the stories, and show you which ones are getting the most traction right now. Think of it as a live leaderboard of what's working in PR.

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