Rocket and Redfin Unite for a Bold Super Bowl Campaign
Real estate powerhouse Redfin and its parent company Rocket Companies are launching an ambitious campaign during the Super Bowl: a $1 million home giveaway. Dubbed “The Great American Home Search,” the initiative aims to reestablish trust in American neighborhoods by engaging consumers in an innovative and interactive experience.
The campaign kicks off with a high-profile ad featuring Lady Gaga performing “Won’t You Be My Neighbor?,” the iconic theme from “Mister Rogers’ Neighborhood.” This marks the first time the song has been licensed for commercial use in the U.S., a strategic move to connect emotionally with viewers and underscore the importance of community.
Interactive Scavenger Hunt Post Super Bowl Ad
Immediately following the ad’s airing during the Super Bowl, consumers will be invited to participate in a digital scavenger hunt via the Redfin mobile app. Over the course of 48 hours, Redfin will release six exclusive clues designed to guide participants deeper into its property search tools and filters.
The first person to successfully identify the winning home—located in what the company calls “one of America’s most celebrated neighborly neighborhoods”—will be awarded a house valued at over $1 million. The hunt was developed in collaboration with Trevor Rainbolt, a popular geoguessing creator known for his geographic puzzle content.
“Each clue takes you deeper and deeper into Redfin’s products,” explained Rocket Companies CMO Jonathan Mildenhall. “We want players to understand Redfin’s product superiority and to reflect on what it means to be a good neighbor in today’s America.”
Building on a History of Super Bowl Success
This isn’t Rocket’s first Super Bowl spectacle. Last year, the company’s “Own The Dream” campaign, which featured a stadium-wide singalong to John Denver’s “Take Me Home, Country Roads,” went viral with nearly 250 million views on social media and earned a Cannes Gold Lion in 2025.
With the new campaign, Rocket and Redfin are taking activation to another level, combining emotional storytelling with real-world engagement. “Brands that just give a narrative at Super Bowl, but don’t actually activate, don’t see as much of a financial return,” Mildenhall said. “We wanted to do something that’s never been done before.”
A Story of Community and Connection
The new Super Bowl ad, created in partnership with agency Mirimar, tells the story of two families from different backgrounds moving into the same neighborhood. One storyline follows a white family going through a divorce, while the other depicts a Hispanic family relocating due to the birth of a new child. Their daughters, both the same age, become friends, highlighting the universal bonds of friendship and neighborliness.
“It’s really powerful, authentic storytelling,” said Mildenhall. “The ad shows how two strangers can come together and form a meaningful connection.”
Addressing the Erosion of Neighborhood Trust
Rocket and Redfin’s strategy centers around reversing what they describe as a “crisis of community” in America. According to a Pew Research study cited by Mildenhall, only 26% of Americans know their next-door neighbor by name, a figure that has declined significantly since the pandemic.
“The erosion of trust in the American neighborhood is universal,” Mildenhall emphasized. “The feeling of loneliness and isolation is something people on all sides of the political spectrum experience. This campaign is not political—it’s civic.”
The use of “Won’t You Be My Neighbor?” reflects this civic mission. “We didn’t want to be nostalgic or backward-looking,” Mildenhall explained. “Instead, we wanted to project this message into the future. Working with Lady Gaga was our No. 1 choice to help deliver a modern and inspiring take.”
Rocket’s Growing Influence in the Housing Market
The campaign also marks a new chapter in Rocket Companies’ growth. Following its 2025 acquisitions of Redfin and mortgage servicer Mr. Cooper, Rocket now manages one in six American mortgages. The company’s long-term objective is to make Redfin the largest home search platform in the U.S., supported by its network of 2,500 real estate agents.
“Our agents provided us with critical insights,” Mildenhall noted. “We realized we could not only expand the Rocket brand but also stand for something meaningful—reviving the American neighborhood.”
As cities across the country grapple with issues like immigration, community safety, and social cohesion, Rocket and Redfin see their campaign as a unifying force. “This is about making America feel more connected,” Mildenhall said. “It’s about reigniting a sense of community, one neighborhood at a time.”
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.