Sport and entertainment · Touring
Super Bowl week, Phoenix
One platform across a city for a week
Super Bowl week is the largest concentration of experiential marketing in the calendar. For one week an entire city becomes activation space, and brands run in parallel across venues that have nothing to do with each other.
We ran across a number of them at once. Arriving fans met a Pepsi promotion in airport baggage claim that put them on the field for the halftime show, choosing their own background. Bud Light ran roaming photographers from a double-decker party bus.
Different brands, different creative, different locations, one platform underneath — which is the whole argument for running programs rather than building each activation from scratch.