SUPER BOWL 54 – MIAMI 2020

Challenge

For the 17th consecutive year, The Brand Amp team was on the ground in the Super Bowl host city executing five activations across multiple departments including PR, Social Media, Event Management, Video Content and Influencer Marketing.

Solution

In Miami, The Brand Amp supported Carl’s Jr/Hardee’s, Polaris – Slingshot, Meridian at Island Gardens (Three-Night Event), Tonal and END IT.  Using all the tools in our toolbox, we executed press conferences, provided event management for three live events, conducted media tours on Radio Row and created compelling video content.  In all, more than 15 Brand Amp staff members, representing our offices in Newport Beach, San Francisco and Atlanta made the trek to Miami.

 

Carl’s Jr./Hardee’s

TBA staff booked and managed a media tour with Houston Texans All-Pro Wide Receiver, DeAndre Hopkins on the famed Radio Row, as well as appearances on other national sports outlets such as NFL LIVE, CNN and Bleacher Report for their “Beyond The Game” campaign to promote Beyond Meat.

 

Polaris – Slingshot

Utilizing Polaris Slingshot ambassador and Chicago Bears Running Back Tarik Cohen, TBA took Radio Row by storm to promote Slingshot’s all-new 2020 vehicle and its consumer sweepstakes. Cohen completed 16 national and local interviews with the likes of ESPN, FOX Sports and CBS Sports. TBA capitalized on the vehicle’s attention-grabbing style by booking three ride-along interviews where the vehicle was prominently featured on camera with CNN, NBC Sports and USA Today.

 

MERIDIAN at Island Gardens – Super Bowl 54 in Miami

The Brand Amp worked closely with the Event Producer and Sponsors to activate a three-night program of events ahead of Super Bowl Sunday, culminating in the most anticipated Super Bowl party of the year, AT&T TV’s Super Saturday Night with headliner Lady Gaga. The eight-month planning effort leveraged all services that the Brand Amp has to offer including proactive public relations, front-of-house event management, a massive credentialing process, event advertising and promotion, among many others. The activations have become the entertainment epicenter leading up to the Big Game delivering some of the biggest names in music and sports every year.

 

Tonal

The PR and Influencer Marketing team organized a partner sponsorship with New Orleans Saints utility specialist Taysom Hill on behalf of Tonal. Hill was pitched as a roaming spokesperson for Tonal to top-tier news outlets on “Radio Row” where he was utilized to discuss his breakout year and offseason workout routine.

 

END IT

TBA staff leveraged Minnesota Vikings Quarterback Kirk Cousins and various players from the Kansas City Chiefs and San Francisco 49ers to spread the word about SHINE A LIGHT ON SLAVERY DAY on social media.

Results

In total, The Brand Amp generated more than 585 million media impressions, equating to more than $41 million in ad equivalency through national and local media on behalf of the clients activating at Super Bowl 54. TBA’s events team, which dealt with unpredictable elements brought on by Mother Nature, banded together to provide on-site event management, public relations and media relations support, crisis communications and sponsors relations at the three-day Meridian at Island Gardens events that hosted a boxing match and two nights of concerts.

585M

MEDIA IMPRESSIONS

$41M

AD EQUIVALENCY