NBCUniversal and Rockefeller Center Reflect on a Year of Fan Experiences in NYC

Throughout 2025, NBCUniversal brought major moments across the portfolio to life at Rockefeller Center for visitors.

January 05, 2026

Throughout 2025, NBCUniversal brought major company moments to life at Rockefeller Center in New York. These immersive activations engaged fans across the entire portfolio, allowing visitors to connect with some of their favorite properties in unforgettable ways. For those unable to attend in person, NBCUniversal extended the experience through its broadcast and social platforms, generating over 200 billion media impressions.

The Paper

Peacock turned the streets of New York into a love letter to local newspapers in celebration of The Paper - the new workplace comedy from Greg Daniels and Michael Koman.

On September 9, Rockefeller Center and the Flatiron Plaza were transformed into immersive, pop-up newsstands inspired by The Toledo Truth Teller, the fictional Midwestern paper at the heart of the series. Guests were invited to embrace the magic of newspapers with a towering Tower of Truth installation, a special appearance from Oscar Nuñez ("Oscar Martinez"), Gbemisola Ikumelo ("Adelola Olofin"), Alex Edelman ("Adam Cooper"), and Ramona Young who stars as "Nicole Lee", and complimentary PopUp Bagels to enjoy as they took a bite out of the morning news.

The SNL50 Experience

For 50 years, audiences have tuned in every Saturday night to watch the most iconic sketch-comedy show in history. But most fans never know the magic of stepping inside Studio 8H — let alone being the star of the show… until now. To celebrate the show’s milestone 50th anniversary, the SNL50 Experience transformed fans into the show's hosts and invited them to step, quite literally, into the spotlight. For four days, stage managers ushered "hosts" through a real-life recreation of Studio 8H’s hallowed doors and into the magic of live television. Every guest got the chance to experience what it’s really like to host Saturday Night Live. Tickets for the free multi-day pop-up sold out in under 10 minutes and earned over 350 million media impressions, driving widespread national attention for SNL’s 50th Anniversary Special (airing just two weeks later).

NBA on NBC

NBCUniversal rolled out a series of fan-focused activations leading up to the NBA Tip-Off, including a takeover of The Shop at NBC Studios and in-person events.

The Shop, which offers exclusive NBA merchandise and serves as the starting point for multiple iconic 30 Rock studio tours and show tapings, became a hub for fans to show their excitement.

One of the marquee moments of the campaign was the 30 Rocks activation, hosted by NBC Sports in partnership with Rockefeller Center. Running from October 16-21, the activation transformed iconic Rockefeller Plaza into a vibrant celebration of the NBA's return, featuring a custom LED half-court and 30 NBA team-inspired basketballs – known as "rocks" to savvy fans – each designed by local artists. These one-of-a-kind creations have since been sent to their hometown markets, where they'll be displayed as a symbol of fandom and creativity.

Additionally, NBCUniversal's broadcast and cable platforms rallied around the NBA's return with high-impact coverage leading up to the October 21 Tip-Off. The Kelly Clarkson Show, Telemundo, WNBC, and the TODAY show all spotlighted the 30 Rocks activation to drive awareness and viewership.

On October 20, the TODAY show hosted a Tip-Off Takeover in honor of NBA Jersey Day, featuring custom sets, fan giveaways, and appearances from NBA talent.

To reach the largest possible audience, NBCU activated across NBCU's live shows, bringing broadcasts to life directly from the 30 Rocks activation. Participating programs amplified the excitement to their audiences, while NBC talent, on-air personalities, and NBA legends stopped by to show their support, spreading the word that the NBA is back on NBC and Peacock to millions of fans across social media.

Access Daily and Access Hollywood provided comprehensive coverage, with hosts Kit Hoover and Mario Lopez spotlighting key moments from the NBA's return to NBC. Their segments featured highlights from the NBA on NBC press event, showcased the vintage pop-up and throwback jackets, and celebrated Jersey Day with custom NBA jerseys. They also conducted an interview with NBA legend Reggie Miller and offered viewers an exclusive behind-the-scenes look at the 30 Rock court setup.

Law & Order

Law & Order Mariska Hargitay

In celebration of the 25th season of Law & Order, NBC launched a limited-run, diner-inspired experience that immersed fans in the universe of the iconic Law & Order franchise. The experience, modeled after the quintessential NYC hangout for hard-working detectives, let fans step inside and feel like part of the Elite Squad. The multi-day event gave fans the chance to indulge in diner favorite dishes, snag limited-edition squad merchandise, and surround themselves within interactive moments and imagery that called back to Law & Order’s heroes, guest stars, and decades worth of cases, leads and clues. Law & Order: SVU star Mariska Hargitay stopped by on opening day to surprise fans by serving them coffee behind the Dun Dun Diner counter.

Jurassic World Rebirth

The week-long partnership with The Today Show integrated the film across daily programming through coordinated on-air moments, talent appearances, and giveaways. It delivered sustained fan engagement throughout the plaza, including appearances by Dolores, the franchise’s newest featured dinosaur from the film, creating consistent touchpoints with visitors and broadcast audiences. Additionally, 30 Rock was successfully transformed into a branded destination for the release window, driving awareness, foot traffic, and earned media visibility including a LEGO big build featuring the Spinosaurus.

Wicked: For Good

In celebration of Wicked: For Good, a full Rockefeller Center takeover was executed, engaging fans at all touchpoints during the week leading up to the theatrical release.

A Yellow Brick Road installation was featured on the North Plaza, South Plaza, and inside 30 Rock from the 6th Avenue entrance leading to and throughout The Shop at NBC Studios. A week-long partnership with The Today Show integrated the film across daily programming through coordinated on-air moments, talent appearances, and giveaways. The ice rink was illuminated with pink and green lights, with songs from the Wicked soundtrack playing throughout the week. 30 Rock lit up pink and green for the premiere and the after-party at the Rainbow Room. Several activations took place at Top of the Rock, including a decal that turned NYC into the Emerald City, a product display, and an exclusive poster giveaway. Costume displays were showcased in the windows, on The Today Show, and at The Shop at NBC Studios. A Kids & Family Day celebration featured partners like Amazon, Mattel, and LEGO, with product giveaways and interactive activities. A Wicked: For Good logo build was displayed on the Yellow Brick Road all week as a photo moment for fans. Integrations with The Tonight Show Starring Jimmy Fallon and The Kelly Clarkson Show featured props and costumes.

The SNL50 Rockefeller Plaza Takeover

The Rockefeller Plaza was completely SNL-ified leading into the 50th special — from the flags, to decals on the Channel Gardens and entrances, to 2 photo opps for fans, one which played a video highlight reel of SNL, and the other which lit up at night and framed the building, to projections of SNL logos on 30 Rock. Inside included 20+ vendors for themed food and drink throughout the concourse and around Rock Plaza, and the Top of the Rock had a timeline of SNL’s history on display for visitors.