Fans snap photos with a giant Vince Lombardi Trophy at Super Bowl LIVE.
While some brands relied on their football fan activation mainstays, others this year for Super Bowl 53 delivered fresh showstoppers across the host city of Atlanta. The main fan experiences were centrally located at the Georgia World Congress Center adjacent to Mercedes-Benz Stadium—where the ticketed Super Bowl Experience by the NFL took place—and a couple blocks away, the Super Bowl LIVE Host Committee’s free festival took place at Centennial Olympic Park. Some of the most talked about and memorable brand experiences were not necessarily open to all fans, and took place in the greater Atlanta area. EM hit the ground to tackle it all. Here, we present a recap of what we saw.
Super Bowl LIVE featured approximately 12 activations from brands scattered about the park’s grounds. The Atlanta Super Bowl Host Committee reported at 7 p.m. on Saturday, Feb. 2, that Super Bowl LIVE was at capacity, with more than 25,000 fans on-site. The fans came out. And a few brands certainly delivered.
Verizon’s plaza offered space to gather and view activities in the park.
Not surprisingly, Verizon, the Super Bowl LIVE presenting sponsor, came out on top with a fresh build and an engagement strategy designed to be lengthy and in-depth. Consumers entered the footprint onto a plaza where they queued up, hung out around tall tables, and chatted with brand ambassadors with portfolios that compared Verizon against other major carriers. Once they registered, they entered the structure (built with stacked shipping crates) and played a football toss game wearing augmented reality goggles designed to demonstrate the lag time (more specifically, lack thereof) with Verizon’s 5G speed.
Next stop was a 4D virtual reality experience in pod chairs activated in partnership with Universal Studios and the “First Man” film about the first manned mission to the moon. The chairs swiveled, rocked and vibrated as we “blasted off into space” through our VR goggles. (It’s been a while since we enjoyed a VR experience as much as we did this one. No pixilation. No mind-altering content. Hats off. Or, make that goggles off.)
Consumers take a trip to the moon in a 4D VR experience.
Next stop was an infinity mirror room with an LED floor for Verizon’s 5G Home service, complete with the device and a reel of animations and trippy sounds. Then, consumers entered into a streaming zone, where they checked out a football game on devices powered with Verizon 5G. There was also cool signage that spelled out “Play” with fiber-optic threads that glowed red when sensing motion or touch. The experience ended with a mirrored …read more