NBC Sports unveiled the most comprehensive social media campaign by a network in Super Bowl history. The initiative named “Social Central” will feature Patrick Peterson of the Arizona Cardinals as the social and digital media liaison during Super Bowl week. As part of the network’s promotion of the Super Bowl, NBC hopes to break the Guinness World Records record for most selfies taken in one hour. To achieve its goal, NBC has established a Tumblr to aggregate all of the tagged selfies. In addition, NBC Sports has teamed up with YouTube sensation, Dude Perfect, to create custom content for its linear and digital platforms that will air during the Super Bowl pre-game show. Lastly, NBC will use “Twitter Mirror” to collect photos and game projections from celebrities and athletes on-site at its “Super Bowl Central”. NBC Sports, through its digital media strategy, aims to make Super Bowl XLIX the most memorable Super Bowl yet.