SUPER BOWL 52 – 7 ACTIVATIONS

Challenge

The Brand Amp team returned for its 15th consecutive year at the Super Bowl to activate seven activations, leveraging its expertise in PR, Social Media, Event Management, Video Content Creation and Influencer Marketing.

Solution

The Brand Amp supported VIZIO, AT&T/DIRECTV’s AUDIENCE Sports Network, Nomadic Entertainment, On Location Experiences, and several Polaris brands.  We executed Sweepstakes, Press Conferences, Live Events, Media Tours and created Content.  More than 20 Brand Amp staff members, representing Newport Beach, San Francisco and Atlanta trekked to the Twin Cities to support the following activities:

VIZIO: TBA staff booked and managed Top Value Performer (TVP) winner, New Orleans Saints Running Back Alvin Kamara, as he navigated famed “Radio Row.”

AT&T/DIRECTV: TBA staff secured and managed Arizona Cardinals’ Cornerback Patrick Peterson as he served as DIRECTV/Audience Networks athlete correspondent covering Super Week’s events and providing an insider’s perspective for viewers at home.

NOMADIC LIVE: TBA’s Event, PR and Social Media teams supported Nomadic Entertainment as it became the entertainment epicenter leading up to the big game at the historic Armory in downtown Minneapolis.  Nomadic Live delivered some of the biggest names in music to a packed house every night.

ON LOCATION EXPERIENCES: TBA’s Content and Social Media teams supported On Location Experiences to provide an up-close-and-personal look at its many activations on-site, including live-from-the-game coverage.

POLARIS: Powersports leader, Polaris, a Minneapolis based company flexed its “Bold North” muscle showcasing the brands that serve the hardworking, adventure loving consumer. Starting with safety, Polaris provided Rangers for transportation for NFL Live guests as well as local public service organizations, including the Minneapolis Police Department.

Polaris Slingshot launched its newest line model as a sponsor of Maxim’s Big Game party leveraging influencers such as NFL Insider and Sportswriter Jay Glazer and NFL Star Cameron Jordan on Radio Row and through social media.

Polaris continued its takeover with snowmobile stunts over Nicolette Mall downtown, highlighted by a 100-foot backflip from Minnesota native and Red Bull athlete Levi LaVallee.

Results

In total, more than 814 million media impressions and an ad equivalency of $46.1 million was generated on a local and national scale by the agency on behalf of its clients leveraging Super Bowl 52. Social media channels grew across all platforms and delivered a combined three million impressions and 50,000 engagements. More than 300 posts, including robust social and video content, were delivered during the week. And, the event’s team, provided event management at events serving more than 35,000 guests and scored a touchdown activating the most talked about photo booth of the week for Slingshot as part of the Maxim party.