Most people only think about the Super Bowl Commercials, but the event itself has a ton of experiential marketing and sponsorships as well.
As the Super Bowl fast approaches, we will start to see leaked commercials and hear all about the value of a 30-second time slot. But no one really thinks about the effort that goes into the event itself. The Super Bowl is in fact treated very much like the Olympics by the host city. There is a committee and they manage events and sponsorships throughout the city for the weeks leading up to the big game.
Last year, I had a blog post about Ford and the sleigh rides they were offering throughout Downtown Minneapolis before the game. This year, that is not happening because there are different sponsors and because you can't really have "sleigh rides" through Atlanta, Georgia.
But, there are other great events and experiences happening in the area for the game. One example is "Super Bowl Experience Driven by Hyundai." Here, a building in Atlanta will be turned into a Super Bowl museum where fans can take pictures with the Lombardi Trophy, see different memorabilia, and more.
Additionally, there will be no shortage of concerts or live music in Atlanta. Bud Light and DirecTV both have concerts for the weekend leading up to the game featuring some of the biggest names in music. You have to imagine Bud Light will be promoting their beer and that DirecTV will have some promotions running as well.
Lastly, both Maxim and Rolling Stone are hosting parties the Saturday night before the game. These are the luxury events of the weekend where tickets start at more than $700. These events will provide more live music, but also food and drinks for the attendees. For the Rolling Stone party, there will be Budweiser sponsored booths and Mercedes-Benz is sponsoring the VIP rides.
When a city hosts a Super Bowl, they take that opportunity and make it an event for everybody in the area. While the game is the most-watched event on television each year, it is also a tremendous opportunity for sponsors to do experiential marketing to increase brand awareness and loyalty.
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Written by: James Campbell
James Campbell is a recent graduate of the University of Michigan with his B.A. in Sport Management. Throughout his time at Michigan, he has worked with Detroit City FC, MiLife Sport & Social Club, and USA Hockey. - @Jimmy10Campbell