The San Francisco 49ers and Kansas City Chiefs weren’t the only thing we had our eyes on in Las Vegas on Sunday (although that overtime win by Kansas did have us biting our nails). As event planning and marketing experts, our interest was what was taking place across the city, not on the field or in a 30-second ad (which was a whopping $7 million per Super Bowl spot).
The Strip, which is already home to such huge brands, pop-ups and special events, was taken over by the Super Bowl for the first time this year. While yes, we were curious about seeing Taylor Swift perched in her million dollar box, the first Super Bowl ad we’d fall for (which BTW is really hard to pick when you’ve got celebs like Christopher Walken, Jennifer Aniston, Jennifer Lopez, Ben Affleck, Matt Damon, David Schwimmer, Aubrey Plaza, Kate McKinnon and Mayo Cat vying for top honors), we were much more fascinated by the star power and slew of football fans descending on the desert.
Creativity took center stage thanks to the creative direction of some marketing mavens, and we were here for it. Forget your standard logo-plastered booths and stale giveaways; this year, brands pushed boundaries, embraced interactivity, and forged deeper connections with audiences through unexpected partnerships.
This wasn’t just another marketing blitz; it was a playbook for event planners on experiential marketing.
But amidst the whirlwind of activations (and Usher’s Apple Music halftime show complete with special guests Lil Jon, Alicia Keys and Lil Wayne), five distinct experiences emerged, each offering valuable lessons for event planners seeking to leave their mark. So, grab your metaphorical playbook and prepare to be inspired, because we’re diving into the top five Super Bowl LVIII activations and the game-changing strategies behind them.
Which marketing campaign was our favorite leading up to Super Bowl Sunday?
Want to make your Super Bowl debut next year but crunched for time and need the pros in experiential activations to step in? Reach out to us today for a consultation and get ready to play with the pros.
Pepsi’s Big Game Vault
IMAGE DISTRIBUTED FOR PEPSICO BEVERAGES NORTH AMERICA
Pepsi’s activation for the game provided a unique opportunity for fans. Located in The Grand Bazaar Shops on the Strip, the weekend-long event was a hit.
What we loved
Pepsi gets it. The Vault itself was interactive and included games and music, creating a well-rounded sensory experience to keep fans engaged. But, the key to this activation wasn’t the games. Or the music. It was the concept.
The soft drink brand partnered with Puka Nacua, the LA Ram’s football team wide receiver, who is joining the ranks of rising NFL stars and Pepsi Zero Sugar NFL Rookie of the Year finalist. Fans got the chance to interact with him … with a twist. When the sun came up on Saturday, the Vault transformed into Pepsi Sip City Secrets – a first-of-its-kind ‘confessional’ for football fans to anonymously make their Super Bowl weekend secrets disappear with Puca.
Event planning take-aways
Think beyond static booths: Create dynamic experiences that evolve and cater to different needs throughout the event.
Sensory overload (in a good way): Stimulate multiple senses with interactive elements, music, and visually appealing design.
Exclusivity sells: Offer limited-edition items or unique experiences to drive engagement and excitement.
Leverage star power: Partner with relevant influencers or celebrities to enhance authenticity and appeal.
Don’t be afraid to experiment: Take risks and create unexpected elements that spark conversation and social sharing
Frito-Lay’s Cheesy Triumph
Las Vegas may be the wedding capital of the world, and Frito-Lay’s activation at Super Bowl LVIII took full advantage of that. The brands’ playful, attention-grabbing activations were impressive.
What we loved
The immersion. Frito-Lay went all in, in true Vegas fashion. First, there was the “Chip Strip Walk,” a fun Instagram-worthy opp where participants could walk giant replicas of iconic chips. They also had interactive games, food trucks and sampling area and more. But, our favorite thing was the Cheese Chapel, a pop-up wedding venue complete with Cheetos-themed vows, their mascot and legal ceremonies. These activations generated a ton of social media user-generated content, and collabs with influencers also helped elevate the activation so more would take notice.
Event planning take-aways
Don’t be afraid to be playful: Humor and unexpected twists can grab attention and leave a lasting impression.
Embrace social media: Encourage user-generated content, partner with relevant influencers, and create engaging content to amp up reach.
Cater to diverse interests: Offer something for everyone, whether it’s a unique experience, a photo opportunity, or a tasty treat.
Nickelodeon Scores Big with SpongeBob
The Nickelodeon broadcast labelled Travis Kelce as “Taylor Swift’s boyfriend” 😂 pic.twitter.com/0lQYWpYh7t
— The Sporting News (@sportingnews) February 12, 2024
Who says the Big Game is only for adults? Nickelodeon got in on the action with their engaging brand activation courtesy of the uber-popular underwater world of “SpongeBob SquarePants.” First, the network transformed a part of the Las Vegas Convention Center into an immersive experience for kids of all ages where fans of shows like Sponge Bob, “Paw Patrol” and “Teenage Mutant Ninja Turtles” could get involved. But, they took it a step further and joined CBS in telecasting the game on Nickelodeon complete with SpongeBob and Patrick commentary that was kid-friendly and adorable.
What we loved
The understanding. The activation was rooted in a deep understanding of its audience and nostalgia. Parents could relive memories and kids imaginations got to play. In addition, tt was so creative! This was the first telecast of this caliber to air and the little touches like calling Travis Kelce “Taylor Swift’s boyfriend” was a humorous spot aligned with pop culture and could resonate with younger viewers.
Event planning take-aways
- Embrace nostalgia: Leverage familiar shows and themes to bring together generations and illicit joy.
- Go beyond your brand: Tap into other relevant brands to expand reach and appeal to more people.
- Promote family fun: Think about how activations can reach both adults and kids and bring them together for an inclusive and fun experience.
Marriott Scores Early Touchdown with “Super Bowl Sleepover” Contest
While many brands focused on activations during Super Bowl LVIII, Marriott’s foresight shone bright months earlier with their “Super Bowl Sleepover” contest. This play was perfect for generating pre-event buzz. After all, what football fan wouldn’t want to stay in a suite at the stadium, complete with pre-game amenities, exclusive viewing experiences and post-game celebrations?
What we love
The exclusivity! The contest offered one amazing prize that could generate interest and lots of chatter well before Super Bowl week. The activation also tapped into social media engagement and building the brand. And, because people had to enter to win via their website, they were able to capture valuable audience data Marriott can use for future marketing endeavors.
Event planning take-aways
Think beyond the event dates: Plan promotions and activations well in advance to capture early interest and extend your event’s reach.
Offer exclusive and desirable prizes: Create unique experiences that people genuinely want to win, increasing competition and engagement.
Gamify your pre-event strategy: Interactive elements like contests, challenges, and storytelling can build excitement and anticipation.
Leverage the power of anticipation: Keep your audience engaged with updates, reminders, and content related to the upcoming event.
Fanatic and EA Sports Touchdown with Madden Bowl Partnership
Some brands tap into star-studded commercials to make a splash for game day. Others pull out all the stops like Fanatics and EA Sports with the Madden Bowl. Friday night before the game, the House of Blues was home to the partnership, which was the end to the most-played season in the Madden NFLChampionship Series. At the venue, the event included interactive experiences capped by an all-star lineup of musicians including GRAMMY-nominated platinum artist Breland, six-time GRAMMY winning rapper Big Boi and four-time GRAMMY winners and Rock and Roll Hall of Famers, Green Day.
What we loved
The event tapped into culture, sports and gaming to create something special. Capitalizing on the already popular game, the brand was able to bring fans together for an immersive experience that went beyond the tournament. Fans could test their football skills, interact with players, win prizes and capture performances to share on social media.
Event planning take-aways
Embrace emerging trends: Look for opportunities to connect your brand with relevant and growing communities like esports.
Offer more than just a competition: Make your activation an immersive experience with interactive activities, meet-and-greets, and branded merchandise.
Foster community and connection: Create spaces for attendees to interact, share their passion, and build lasting memories.
Think beyond the event: Extend engagement with post-event content and online interactions to maintain momentum and community spirit.
But, also we love football
We’re huge football fans at T Palmer Agency! So, of course, we can’t talk just about the activations. Are the Chiefs the next football dynasty, hitting the echelon of New England Patriots/Tom Brady, Dallas Cowboys and 49ers of the 90s? Perhaps!
Also, fun fact: football legend Joe Montana was in attendance on Sunday. He’s played for both the Chiefs and 49ers and was the Chiefs honorary captain for this year’s game.
TL;DR
While the Super Bowl is come and gone until next year, for brand strategists and event planners, the 2024 experience will live on. While the on-field battle between the Rams and Chiefs captivated millions, it was the off-field activations that truly stole the show.
In true Las Vegas fashion, none of what we witnessed was average. This year’s Super Bowl saw brands push boundaries, experiment with interactive experiences, and leverage unexpected partnerships to forge deeper connections with audiences.
From Pepsi’s “confessional booth” to T-Mobile’s stadium takeover, this Super Bowl offered a buffet of innovative activations, each with valuable lessons for the event planning world.
For your next event, think like us
Skip the static booth
The days of static, forgettable booths are over. Brands like Frito-Lay with their “Chip Strip Walk” and Marriott with their “Super Bowl Sleepover” contest showcase the power of immersive experiences. Interactive games, themed installations, and exclusive pre-event offerings not only capture attention but also create lasting memories.
Remember to play
Humor and unexpected twists don’t just resonate with audiences; they go viral. Frito-Lay’s Cheetos Chapel is a perfect example, tapping into pop culture humor and generating social media buzz. It reminds us that brands don’t have to be afraid to be playful and inject their personalities into their activations.
Leverage star power
While celebrities and influencers have long been marketing staples, Super Bowl LVIII saw them used in fresh and innovative ways. Pepsi’s partnership with Puka Nacua for their “confessional booth” adds authenticity and personal connection, while T-Mobile’s exclusive access for customers and pre-game activities featuring star performers create a sense of privilege and excitement.
Build anticipation for a longer period of time
Don’t wait until game day to engage your audience. Marriott’s “Super Bowl Sleepover” contest months in advance is a testament to the power of building anticipation. Gamified pre-event strategies like contests and challenges, as seen with Fanatics and EA Sports’ Madden Bowl partnership, further fuel excitement and keep your brand top-of-mind.
Be social media savvy
From encouraging user-generated content to partnering with relevant influencers, brands like Frito-Lay mastered the art of social media engagement. Remember, in today’s digital age, your activation isn’t complete without an online presence that amplifies reach and fosters community spirit.
It’s about connection
This year’s Super Bowl activations went beyond product promotion; they fostered connections. T-Mobile’s takeover fostered a sense of community within the stadium, while Fanatics and EA Sports’ Madden Bowl event brought gamers together to celebrate their shared passion. It’s a reminder that successful activations leave a lasting impact by creating shared experiences and emotional connections.
Super Bowl LVIII wasn’t just a football game; it was a playground for creativity, a showcase for innovation, and a goldmine of inspiration for event planners and brand strategists alike. We know these aren’t simply trends; they are the future of experiential event marketing and a part of the ever-evolving landscape where audience engagement, immersive experiences, and social media savvy reign supreme.
As we look forward to the next Super Bowl, one thing is certain: the bar has been set, and the competition for experiential marketing dominance has only just begun.
Are you ready to ante up? T Palmer Agency is an experiential marketing and creative agency with a combined decades of experience in the industry. Connect with us today for a consult.
