PHILADELPHIA, PA — Xfinity is using a seven-episode social-media competition to recruit a college creator for a six-figure brand partnership, extending the Comcast-owned brand’s marketing strategy into short-form programming built specifically for Instagram and TikTok.
“Best in Class” premiered Aug. 5 and features six college students competing in creator-focused challenges. New episodes will be released each Wednesday on Xfinity’s Instagram and TikTok accounts.
The winner will receive a six-figure Xfinity brand partnership, one year of Xfinity Internet and Xfinity Mobile service, and the promotional title of “Creator Valedictorian.”
The series is hosted by Katie Feeney, a Penn State University graduate and digital creator with more than 8 million followers across TikTok and Instagram. Feeney was named to the 2026 TIME100 Creators list and has built an audience around sports and entertainment coverage.
“Creators today aren’t just posting content – they’re building brands, launching businesses, and turning their passions into real careers,” Feeney said.
The project is the first original social series produced by NBCUniversal’s Rock Studios, which launched in June as an evolution of the media company’s in-house branded-content operation. Rock Studios has produced brand work connected to NBCUniversal programs including “Love Island USA” and “The Traitors.”
Rock Studios produced “Best in Class” with Xfinity Creative Production from a concept developed by advertising agency Carmichael Lynch.
The vertical-video format reflects a broader shift in branded entertainment toward programming designed for social platforms rather than adapting conventional television advertising for them. For Xfinity, the competition also ties its internet and mobile services directly to creators whose work depends on connectivity.
“We didn’t want to simply attach ourselves to creator culture – we wanted to help create it,” Xfinity Chief Creative Officer Julie Scelzo said. “Connectivity has become the foundation of modern creativity, and that’s why Xfinity is investing in the next generation of creators through ‘Best in Class.’”
NBCUniversal is positioning Rock Studios as a vehicle for developing branded entertainment that integrates advertisers with creators and existing entertainment properties.
“Through Rock Studios, we’re helping brands create content that audiences genuinely want to engage with,” NBCUniversal President of Advertising & Partnerships Karen Kovacs said.
The seven-episode series will continue its weekly release schedule through Xfinity’s social-media channels.
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