Rocket’s Super Bowl Singalong Takes Gold At The Drum Awards

Published on November 25, 2025

Rocket’s Own the Dream campaign has been recognised at The Drum Awards with Gold in Media Campaign (TV/CTV) and Silver in Media Innovation for redefining what a Super Bowl buy can do.

The work set out to “own” the homeownership narrative by tying the American Dream to security, generational wealth, and belonging, then brought that idea to life with a 60-second Super Bowl spot built around real people and John Denver’s Take Me Home, Country Roads.

Rocket also negotiated the first-ever live commercial crossover in Super Bowl history, turning the ad into a surprise in-stadium singalong that united 65,000 fans and viewers at home in a shared moment about homeownership. The risk of orchestrating a live stunt with the NFL, FOX, and other advertisers paid off with both emotional impact and hard commercial returns, giving award juries a clear example of media innovation in a highly regulated category.

Key results that impressed judges included:

  • Over 100,000 site visits in under five minutes (128,000 total on 2/9

  • )42 percent jump in Rocket’s stock price

  • 115 percent increase in new accounts created in the week after the Super Bowl

  • Week-over-week surge in inbound calls

  • 30 percent increase in New Favorites saved in Home Search in the week after the game

  • Brand awareness rose from December to February, while competitors dropped an average of five points

  • 47 percent category engagement, nearly twice the nearest competitor

  • Social sentiment climbed from 50 percent to 91 percent positive

  • +22 points above the category norm on iSpot’s All-Time Intent MVP

  • More than 7.7 billion earned media impressions

  • 240 million social views, outpacing the game’s own 127.7 million viewers

For financial marketers, the case positions Rocket’s award win as proof that a mortgage brand can turn a high-risk live activation into a movement-level moment, so long as the creative idea, media negotiations and measurement are all aligned around a single, resonant story.

Full story and more winning brands: The Drum

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