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For brands, the Super Bowl has become more than just an annual sporting event \u2014 the Big Game is now a big moment for brands to make a splash and connect with consumers. A game-day ad is the traditional method, but increasingly, brands are thinking outside the 30<\/strong>-second ad spot with activations that lean into the cultural moment surrounding football\u2019s big face-off.<\/p>\nHere are some of the noteworthy brand activations taking place this year as the\u00a0Philadelphia Eagles\u00a0and\u00a0Kansas City Chiefs\u00a0get ready to duke it out at New Orleans\u2019 Caesars Superdome Feb. 9.<\/p>\n
Tubi Lets Fans Shop the Game Day Red Carpet<\/strong><\/h2>\nFox\u2019s free ad-supported streaming (FAST) service Tubi<\/strong> will air a Red Carpet event the afternoon of the Super Bowl hosted by Olivia Culpo, and through a partnership with Shopsense AI, fans watching the red carpet arrivals will have the chance to purchase related products directly on their smartphones.<\/p>\n\n
Image courtesy Tubi<\/figcaption><\/figure>\n<\/div>\n\u201cTelevision is rapidly transforming into an interactive marketing platform<\/strong> that can effectively\u00a0influence consumer behavior from initial awareness to final purchase,\u201d said Glenn Fishback,\u00a0CEO and Co-founder of Shopsense AI in a statement. \u201cWith this partnership, we\u2019re bringing the power of\u00a0shoppable TV to one of the biggest cultural moments of the year. This is the future of retail, where every entertainment touch point becomes an opportunity for brands to captivate and connect with consumers.\u201d<\/strong><\/p>\nThe Tubi Red Carpet shoppable experience includes a series of curated digital storefronts<\/strong> inspired by the celebrity, fashion and culture behind America\u2019s biggest sporting event, including game day party essentials, trends inspired by WAGs (the wives and girlfriends of well-known athletes), audio products inspired by music from the Big Game, team apparel and fan gear.\u00a0<\/p>\n\u201cTubi\u2019s collaboration with Shopsense AI is an important step forward in blending entertainment and commerce for brands and consumers through retail media CTV partnerships,\u201d said Jeff Lucas, Chief Revenue Officer of Tubi in a statement. \u201cOur commitment to delivering premium entertainment that is free and accessible, combined with an incremental audience that is incredibly passionate about our content, allows us to experiment in ways that are tangible and truly interactive. Shoppable integrations are the next frontier for ad-supported streaming services<\/strong>.\u201d<\/p>\nRevlon to Help Fans \u2018Glimmer, Shimmer and Shine\u2019<\/strong><\/h2>\n\n
Image courtesy Athletes First<\/figcaption><\/figure>\n<\/div>\nSports representation and marketing agency Athletes First<\/strong> will open a 100,000-square-foot<\/strong> hospitality and brand activation pop-up spanning four<\/strong> private mansions in\u00a0New Orleans\u00a0for the Big Game, dubbed \u201cThe Block,\u201d and beauty brand Revlon<\/strong> is set to take part.<\/p>\nLocated within walking distance of the Caesars Superdome, The Block features four<\/strong> interconnected mansions and a 10,000-square-foot<\/strong> courtyard with pools and gardens. From Feb. 6 to 8 the space will host athlete and brand activations, media integrations, private content studios, exclusive partner events, luxury gifting opportunities, an athlete performance center and first-class hospitality accommodations for Athletes First\u2019s clients, their families and business partners.\u00a0<\/p>\nOne of those brand activations will be a \u201cHouse of Revlon\u201d area<\/strong>, which will feature a Revlon \u201cGlimmer Bar\u201d and an \u201cAmerican Crew Grooming Lounge\u201d offering professional makeup services and hair styling treatments from industry stylists. Juicy Couture<\/strong> and\u00a0John Varvatos<\/strong>\u00a0fragrances also will be available for sampling.<\/p>\n\u201cWith the House of Revlon activation, we\u2019re providing a unique, elevated experience for our players, coaches and broadcasters, their families and our brand partners, making The Block the most exciting and memorable destination we as an agency have ever created,\u201d said\u00a0Matt Shulman, Head of Properties at Athletes First in a statement.<\/p>\n
\u201cWe\u2019re extremely excited to work with Athletes First to glimmer, shimmer and shine at the Big Game,\u201d said\u00a0Kelly Solomon, Chief Digital Marketing Officer at Revlon in a statement. \u201cWe love the intersection of beauty and sports, and our unforgettable history as a beauty trendsetter combined with Athletes First\u2019s incredible reputation in sports have enabled us to create an unexpected and delightful immersive experience.\u201d<\/p>\n
Brands Find Some Furry Fun with Puppy Bowl Partnerships<\/strong><\/h2>\nFor fans that aren\u2019t as passionate about football but still want to participate in the cultural event that is the Super Bowl, Animal Planet\u2019s Puppy Bowl<\/strong> has become a sweetly satisfying alternative. The Puppy Bowl will return for its 21<\/strong>st year, prior to the human match-up, on Feb. 9 at 2 p.m. ET. This year\u2019s event will feature 142<\/strong> rescue puppies from 80<\/strong> shelters across 40 <\/strong>states.<\/p>\nTo support the four<\/strong>-legged \u201cathletes,\u201d Animal Planet has teamed up with a host of brands offering fans opportunities to engage and participate in the fun. \u201cThis year\u2019s Puppy Bowl has expanded to include more partners than ever before, which helps us reach more consumers and create the maximum impact for pet adoption,\u201d said Josh Kovolenko, SVP of Marketing for Animal Planet in a statement. \u201cFrom branded rides and tasty treats to immersive events for both humans and pups, every collaboration connects fans to Puppy Bowl while raising awareness for shelters nationwide and helping more pets find their forever homes.\u201d<\/p>\nPuppy Bowl branded activations include:<\/p>\n
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Image courtesy 1-800-Flowers<\/figcaption><\/figure>\n<\/div>\n\nLyft <\/strong>will offer 50%<\/strong> off two Pet rides (up to $20<\/strong> per ride) as part of their sponsorship with the code PUPPYBOWL;<\/li>\n1-800-Flowers<\/strong> is spreading the love to four-legged friends with a limited time Puppy Bowl collaboration that features an exclusive collection of Valentine\u2019s Day gifts for dogs, from themed treats to playful toys.<\/li>\nAs theofficial cosmetics partner of the Puppy Bowl., E.l.f.<\/strong> Cosmetics<\/strong> is reinforcing its commitment to clean, vegan beauty products; and<\/li>\nVictoria\u2019s Secret Pink<\/strong>, known for its iconic heritage dog, will be sharing its favorite Puppy Players on Instagram to further drive awareness of the call-to-adoption television event.<\/li>\n<\/ul>\n
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