Can the Super Bowl spur digital fans to get super-excited about paying for cable TV?

NBCUniversal will launch an 11-hour free digital video stream — centered around live coverage of this year's Feb. 1 Super Bowl — in a bid to get users to log in to its "TV Everywhere" services across its broadcast and cable portfolio the rest of the year.

The Peacock's "Super Stream Sunday" event will include NBC's presentation of Super Bowl XLIX live from Arizona, pitting the Seattle Seahawks against the New England Patriots, as well as the halftime show toplined by Katy Perry. The live-stream will kick off at 12 p.m. ET on Feb. 1 with NBC's pregame coverage and concludes with an airing of a new episode of primetime drama "The Blacklist" at approximately 10 p.m. ET.

Ordinarily, access to the NBC Sports Live Extra and NBC.com content requires users to log in using credentials from participating cable, satellite and telco TV providers. The free promo is aimed at driving usage of TVE, to ensure those subscribers keep paying for television service.