The entire Super Bowl experience is nothing short of a spectacle. For brands, the opportunity to be part of this event means marketing gold. Fans, celebrities, pro athletes, influencers and local/national media members trek from across the globe to take in the experience around the Final Game.
Setting yourself apart and competing for attention though can be difficult. From exclusive parties for the A-listers, to news media trying to find that “breakthrough” story, and of course tickets into the stadium, the Super Bowl is absolutely muddled with brands competing for eyes.
So, let’s take a look back at how brands have truly engaged with their activations in years past and made them stand out.
GDX STUDIOS – LARGER THAN LIFE LIFEWTR BOTTLES
Grandesign brought inspiration to Super Bowl LI in Houston, Texas with nine custom fabricated, larger-than-life LIFEWTR bottles. The props were placed throughout several of the city’s parks, plazas; and within the NFL Host Committee’s exclusive media party, Super Bowl Live footprint, Discovery Green, and NFL Experience throughout the week of the big game to support the launch of the new premium water brand for PepsiCo.
Super Bowl LIII
Bridgestone, the official tire of the N.F.L., activated at the Super Bowl for the 12th consecutive year. At the Super Bowl Experience, which was held at the Georgia World Congress Center, the brand invited guests to test their football skills while learning about specific tires. Bridgestone partnered with Marketing Werks for all of its activations. (BizBash Super Bowl LIII)
Photo: Courtesy of Bridgestone
Instead of running an ad during the game this year, Skittles created a commercial performed as a live Broadway musical. The 30-minute show, starring Michael C. Hall, featured original song and dance numbers about the prevalence and effects of consumerism and brand advertising in people’s everyday lives. The show was written by playwright Will Eno in partnership with DDB Worldwide and performed in front of a live audience at the Town Hall in New York on Sunday afternoon.
Photo: Courtesy of Skittles
Bud Light held its first music festival for the Super Bowl from January 31 to February 2 at State Farm Arena. The first night, which was presented by EA Sports, paid tribute to Atlanta with rapper Ludacris as the headliner. The stage featured I-85 highway sign replicas that displayed the names of performers. Bud Light worked with On Location Experiences to produce the three-day event. (BizBash Super Bowl LIII)
Photo: Kevin Winter/Getty Images for Bud Light Super Bowl Music Fest/EA Sports Bowl
Super Bowl LII
Food delivery company and maker of Red Baron pizza Schwan’s Co. erected a 45-foot-high, 70,000-pound tower of delivery trucks on Nicollet Mall during Super Bowl weekend. Fans could join an interactive trivia competition, with the sides of the trucks serving as LED screens for the game. (BizBash Super Bowl LII)
Photo: Courtesy of Periscope
First, fans were able to sit in Jeff Gordon’s race car via a computer-generated reconstruction and race against the DeLorean from the movie Back to the Future. (BizBash Super Bowl LII)
Photo: Dia Dipasupil/Getty Images for Pepsi