Sponsorship Activation Monday 2.2.15
Each Monday, we will share some great activation practices throughout the sports and entertainment landscape. This blog will serve as a space to highlight innovative ideas and campaigns. Want to have your idea or campaign featured? Send us a note on Twitter at @Navigate_Res.
This week we’ll take a look at how brands activated at Super Bowl Central this year in Phoenix, AZ for Super Bowl XLIX.
Bud Light: Bud Light created the first ever “House of Whatever,” (playing off of their #UpForWhatever campaign) that was an entertainment venue for those over 21. Unlike last year’s Bud Light party, which focused on concerts and parties, the House of Whatever focused more on unpredictable events. Rapper Nicki Minaj and DJ Steve Aoki were on-site delivering performances and interacting with fans. In addition to the House of Whatever, Bud Light entertained consumers at a Beer Garden in downtown Glendale at Super Bowl Central.
Verizon Wireless: The Verizon Power House engaged with fans and consumers by allowing them to play with and test out the latest technology and gadgets. The activation included things such as “Suit Up,” “Player Chat,” and “Power Up,” which were all interactive and let fans receive virtual autographs from certain players, and also try on their favorite team’s uniforms. In theme with the interactive technology, the Power House also included a number of charging stations for phones and tablets.
Tostitos®: Tostitos hosted the Tostitos® Party Boulevard in Super Bowl Central. The party spanned several blocks in downtown Phoenix and offered fans the newest flavors of Tostitos to try. The party boulevard also consisted of several games including a giant sized corn hole and dunk tank.
Pepsi: Being one of the biggest sponsors of the Super Bowl, Pepsi had a number of different activations throughout the weekend. The Pepsi “Hype Zone” consisted of two levels of fan-interactive engagements, including photo booths and LED screen content activations. The first level also consisted of a “Hype Chamber,” which allowed consumers to capture photos with different props for a chance to be put up on the big screen. On the second level fans interacted with “Kick the Hype” mobile games enabling them to connect with the main LED screen and use their mobile phones as game controllers.
Click here for a full list of activities that took place at Super Bowl Central.