From Super Bowl Spotlight to Social Strategy: Rocket Expands with Viral Nation

Viral Nation, a global leader in social-first marketing, has been named the Social Media Agency of Record for Rocket, the Detroit-based fintech company encompassing mortgage, real estate, title, and personal finance services. This partnership marks a strategic move to reshape how homeownership is portrayed on social media. Rocket will utilize Viral Nation’s expertise in influencer marketing, social strategy, community engagement, and content creation to spotlight authentic homeownership journeys, breaking away from the overly polished narratives often seen online.

Rocket and Viral Nation are reorienting the discourse toward real, relevant stories, since over 80% of social media users utilize these sites to find inspiration for their ideal homes. The goal is to provide inspiration, support, and guidance to those pursuing homeownership, emphasizing real experiences over picture-perfect imagery. According to Jonathan Mildenhall, Rocket’s Chief Marketing Officer, the aim is to make homeownership feel attainable for everyone by showcasing diverse stories and building a supportive digital community that encourages belief and drives transformation.

The collaboration builds on Rocket’s “Own the Dream” campaign, which launched with a standout Super Bowl commercial. Viral Nation’s amplification of this message through strategic social media efforts garnered over 247 million views and initiated widespread engagement across platforms. This next phase of the partnership is set to deepen Rocket’s social presence by promoting real client narratives, developing influencer ambassador initiatives, and managing a vibrant online community.

By weaving together personal stories and expert guidance, Rocket and Viral Nation intend to cut through the clutter of social media, offering a more grounded and empowering vision of the homebuying process. Viral Nation CEO and Co-Founder Joe Gagliese highlighted Rocket’s unique cultural influence, stating that the brand’s mission goes beyond finance, aiming to uplift communities and help Americans see themselves on the path to homeownership.

Together, Rocket and Viral Nation are not just inspiring audiences—they are providing the tools, content, and connections that turn dreams into achievable goals. Through this partnership, Rocket aims to create an inclusive, relatable, and action-oriented social media environment that resonates with people at every stage of their homeownership journey.

Well-known businesses like Rocket Mortgage, Rocket Homes, Rocket Money, and Rocket Loans are part of the Rocket Companies, which was established in 1985. With over 65 million client interactions annually and 14 petabytes of data, Rocket is leveraging AI and deep consumer insights to lead the way in digital homeownership experiences. Viral Nation continues to redefine digital engagement for major brands by combining creative innovation with cutting-edge technology and social influence.