Winning Experiential Marketing Strategies for the Super Bowl

The Super Bowl isn’t just a football game—it’s THE sporting event of the year. Last year, the Big Game drew over 123 million viewers and generated buzz across every inch of media, with millions of people engaging via social media platforms. While TV ads have long been a staple during the game (and get their own recognition), brands also lean into experiential marketing to connect with fans and create lasting impressions, both in the host city and across the nation. 

Below, we’ll explore how brands can harness the power of experiential marketing to stand out, captivate audiences, and create buzz during the Super Bowl.

Key Experiential Marketing Tactics for the Super Bowl

Pop-Up Activations

Pop-ups are a great strategy for Super Bowl festivities because they create buzz-worthy experiences that draw people in. Pop-up events can include interactive themes tied to the host city (think Mardi Gras for the upcoming Super Bowl LIX in New Orleans), photo ops, exclusive promotional swag, or product samples. These activations create FOMO (fear of missing out) and encourage attendees to share on their social networks, which amplifies reach beyond the event itself.

How to Score:

• Choose a high-traffic location near the venue or at dedicated fan experiences.
• Incorporate gaming elements or contests to increase engagement.
• Leverage local culture or themes tied to the Super Bowl host city.

Brand MVP: The Old Spice Clubhouse welcomed the public to an exclusive experience with meet and greets with NFL legends, product samplings, and photo ops.

Street Teams

Street teams get boots on the ground, engaging with fans around the stadium, fan experience zones, and the host city as a whole. They can cover a lot of ground, creating brand awareness, distributing promotional items or samples, relaying key brand messaging, and driving fans to larger activations hosted by the brand.

How to Score:

• Staff enthusiastic, outgoing brand ambassadors who embody your brand’s image.
• Equip teams with branded giveaways.
• Train your staff to communicate key brand messaging and answer questions about your product or service.

Brand MVP: Nike deployed street teams to engage fans near their pop-up stores. The street teams distributed custom wristbands to fans and relayed messaging about exclusive sneaker drops tied to the Super Bowl.

Immersive Brand Experiences

Immersive experiences are always a hot ticket for the fan experience zones surrounding the Super Bowl. These activations put fans at the center of the brand story through AR or VR experiences, interactive elements, and games and activities, all of which create an emotional, authentic tie to the brand and leave a lasting impression.

How to Score:

• Use storytelling to take fans through the journey and align it with your brand’s core values.
• To make an impression, incorporate multi-sensory elements like sound, touch, and visuals.
• Provide some type of takeaway, whether it’s branded content or a tangible item.

Brand MVP:  At the 2020 Super Bowl in Miami, Stella Artois hosted Port de Stella, an immersive experience that included boat rides to South Beach, dining experiences, artisans, and tastemakers.

Brand-Sponsored Parties

The Super Bowl is more than the game itself; it’s a huge social event that takes place over several days. Brand-sponsored parties offer a space for fans to gather, listen to live music, and enjoy interactive activities in an epic setting. These parties can elevate your brand image, earn maximum media attention, and create a lot of opportunities for shareable content.

How to Score:

• Define your audience and tailor the vibe accordingly.
• Include branded touchpoints like custom decor, photo booths, or event swag.
• Leverage partnerships with local restaurants, food trucks, and musicians to enhance the experience.

Brand MVP: Fanduel’s Party at Super Bowl LVII featured a festival-like experience with an exclusive live performance by the Killers, celebrity appearances and competitions, food trucks, and fully stocked bars.

Influencer and Celebrity Collaborations

The Super Bowl goes hand in hand with big names, making influencer and celebrity collaborations a no-brainer. Whether it’s an influencer sharing behind-the-scenes content on TikTok or a celebrity appearance at your activation, these partnerships will generate a ton of excitement and increase your reach. Collaborations should feel authentic and align with your brand’s values to make the most impact.

How to Score:

• Choose celebrities and influencers that align with your brand image and target consumer.
• Plan engaging content or appearances that create shareable moments.
• Make sure that your partnership is exclusive to ensure your brand stands out.

Brand MVP: Lipton’s Pre-Game Porch featured NFL player appearances, beverage sampling, chill zones where fans could kick in a tropical-esque space, and plenty of photo ops.

Experiential marketing at the Super Bowl offers a one-of-a-kind opportunity for you to create buzz, foster meaningful connections, and extend your brand’s reach far beyond the game day. By crafting memorable, shareable experiences that engage both on-site fans and social media audiences, you can make a lasting impression.

When you’re planning your Super Bowl campaign, remember that your brand ambassadors are responsible for connecting your fans to your brand, and they are your most valuable asset. At a competitive event like the Super Bowl, the best brand ambassadors are booked well in advance, and credentialing for high-profile events requires time and preparation. To ensure a smooth and impactful activation, partner with an experienced experiential staffing agency early on so that you have the best of the best representing your brand.

For over two decades, ATN Event Staffing has been the go-to experiential staffing partner for thousands of agencies and brands. From brand ambassadors and street teams to promotional models and more, our teams go above and beyond to help our clients reach their goals. Whether you need staff for activation at the Big Game, a street team, or product samplers, we would love to assist! Contact ATN to learn more about our event staffing solutions and how we can help elevate your brand presence!