The NFL’s 32 teams were well represented by fans sporting their favorite jerseys, and while pride for the Seattle Seahawks and New England Patriots appeared strong, they were vastly outnumbered by fans of the hometown team, the San Francisco 49ers, with queues created specifically for the 49ers’ uniform photo op that attendees can usually just walk up to. Toyota’s in-booth Fandom Meter actually ranked the top three represented teams as the 49ers, the Las Vegas Raiders and the Los Angeles Chargers.

With fandom around every corner, we rounded up the top 12 experiences that resonated with fans and drove hype around the Big Game. And trend alert: More brands seem to be creating experiential threads to their big-spend commercial campaigns. (Check out our video tour of Super Bowl LX Experience on Instagram.)

More Super Bowl LX Coverage:

• Super Bowl LX: 16 Brand Activations That Took Over San Francisco’s Piers and Hot Spots
• Our Ride Through San Francisco on the Fashion-driven Smirnoff Trolley at Super Bowl LX
• How Uber Eats Invited Fans to Investigate a Super Bowl Marketing Conspiracy

America250

With this July 4 marking the 250^th anniversary of the signing of the Declaration of Independence, America250 is traveling around the country to commemorate the upcoming milestone. The national nonpartisan organization made a stop at the Super Bowl LX Experience to invite attendees to record a birthday message for America. In front of its branded Airstream, participants could don Uncle Sam-inspired foam hats and helmets and record their video message. Lots of “Kickoff Energy” to go around.

American Heart Association

The American Heart Association deployed its Nation of Lifesavers Mobile CPR Unit to SBX to teach fans how to save a life. Qualified CPR trainers provided Hands-Only CPR instruction to attendees who walked into the booth ready to learn. They came away with knowledge of the correct rate and depth of CPR compressions needed to join the association’s Nation of Lifesavers movement, which aims to double survival rates by 2030.

Invisalign Smile Zone

The Invisalign Smile Zone was packed when we showed up on the scene, as kids took over the adjacent Play Football Field, presented by Invisalign, for flag football skills drills. Inside the illuminated “confidence clicked in” booth, young fans lined up for their turn to jump into a blue foam pit photo op.

Throughout the week, Invisalign hosted several events with NFL stars, including a Flag Football Experience with Boys & Girls Clubs of America led by 49ers fullback Kyle Juszczyk, Confidence Confirmations with designer and WAG Kristin Juszczyk, Brand & Scan Live with general practitioners and orthodontists, and Girls Flag Football Empowerment Day with flag football quarterback Diana Flores and flag football player Ashlea Klam. (Agency: Zeno Group, p.r.)

Jersey Mike’s

Jersey Mike’s brought the Jersey Shore to the Bay Area with an interactive footprint designed to look like a pier, complete with a lighthouse, sandy carpet, beachy backdrops, fishing games, surfing simulators, photo moments and, of course, a free sub station. (Agencies: LDJ Productions; Van Wagner X)

Lowe’s Earn Your Sunday Tour

An annual staple, Lowe’s refreshed its booth strategy this year, one of the largest footprints at Super Bowl LX Experience, with the Earn Your Sunday Tour, anchored by a double-decker trailer. A white picket fence separated several stations that included a Madden NFL 26 video game cover photo op, Laundry Toss with LG and the chance to get a copy of a house key made at a kiosk. Former NFL running back Frank Gore, who played for the 49ers for most of his career, drew huge crowds of fans who rushed to the booth for a photo.

Watch our Super Bowl LX social coverage:

• Top Activation Moments Around San Francisco
• Inside Uber Eats’s SBX Conspiracy Theory
• Inside the Super Bowl LX Experience
• Super Bowl LX Evening Events and Performances

Novartis

Official Pharmaceutical Partner of the NFL, Novartis launched its “Relax, it’s a blood test” national prostate cancer awareness initiative at SBX with the “Relax Your Tight End” booth that offered several calming touchpoints.

With the goal of making cancer screening feel less intimidating and more actionable, Novartis encouraged attendees to take a rest in one of six Relax Pods (MetroNaps EnergyPods) and also add their touch to a paint-by-numbers wall of a mountain scenery depicting former NFL tight end Rob Gronkowski riding a horse. The company then aired its “Relax, it’s a blood test” commercial during Super Bowl LX, featuring several current and former NFL tight ends.

On the other side of the exhibit hall, as part of the Pro Football Hall of Fame, Novartis popped up a 10-foot-by-10-foot display made up of several NFL helmets, footballs, pom-poms and pennants encased in glass boxes that formed an arch for attendees to pose under for a branded photo op. (Partners: Bespoke Sports & Entertainment, lead agency; ASV Inc., photo op build)

Rocket Mortgage

Designed to feel like a San Francisco-style neighborhood (tying into its Super Bowl TV spot), Rocket Mortgage’s red-washed activation took attendees through an immersive geo-guessing game, bus stop photo ops and a crowd-sourced white board of responses to the brand’s prompt: What does it mean to be a good neighbor?

When we visited the booth, Atlanta Falcons quarterback Kirk Cousins was going through the different touchpoints and then meeting fans for photos on the front steps of a house façade. He, and other NFL stars who stopped in, went through the Neighborhood Combine that included a trash can push, grocery bag bench press and mailbox vertical jump. Attendees swarmed the booth while Cousins was there to watch him take on the challenges. (Agencies: 160over90, p.r. and entertainment marketing; No Hot Ashes, experiential; Supper, creative direction and design.)

Satisfying Catches presented by Snickers

Football games and skills challenges are available at SBX every year, but they’re rarely fully branded by their sponsors. Snickers caught our eye with its chocolate bar theming of the Satisfying Catches obstacle course that led to a final football catch and dive into the Snickers end zone mat. For their efforts, participants were rewarded with Snickers Ice Cream, Snickers Peanut Butter or Skittles from the Snickers Ice Cream Truck.

Toyota Touchdown Drive

Toyota arrived at SBX with a new footprint, Toyota Touchdown Drive, which offered four zones: The Drive, The Dance, The Draw and The Drop. First, The Drive had attendees race custom NFL team-branded mini bZ slot cars that went through and around an actual Toyota bZ car. At The Dance, fans stepped into the bed of a Toyota Tundra to perform a touchdown dance that was recorded and delivered as a digital video to their mobile device. That’s where we saw the most enthusiastic fans of the day.

The Draw featured a tech-forward art moment in a Toyota Tacoma where an AI sketch robot brought fans’ game face to life. And finally, The Drop challenged participants’ Team Toyota knowledge with trivia for a chance to win a collectible jersey keychain—all from inside the new Toyota RAV4. The brand also hosted the second annual Toyota x NFL Flag Glow Up Classic exhibition game that spotlighted two local San Francisco high school female flag football teams at SBX.

Uber Eats

Like Novartis and Rocket, Uber Eats based its activation around its Super Bowl commercial concept, popping up immersive evidence rooms that investigated the conspiracy that football was invented to sell food. We explored an office with photos, clippings, notes and illustrations linked together “murder board”-style, and then headed into a secret room behind a bookcase with “A Buffet of Evidence.” Check out our full breakdown of the space, and head to Instagram for a walkthrough. We certainly left feeling hungry for the truth. (Agency: David Stark Design and Production)

USAA Salute to Service Lounge

USAA continued its annual tradition of hosting the Salute to Service Lounge, open to USAA members, current and former military members, and their families. While it’s usually located on the SBX show floor, this year, the lounge was hosted in a street-level ballroom at the Moscone Center, creating an intimate venue for panel sessions and events that featured NFL players and talent.

Also new for 2026, the lounge opened Wednesday for Military Appreciation Day, in which all military members and their families receive free admission to SBX, courtesy of the Wounded Warrior Project. (Agency: 160over90)

Visa Print Shop

In collaboration with local artists, Visa created a hands-on makerspace experience for fans to personalize NFL-inspired prints. They chose a chant or their own message for the gameday poster, and then artists airbrushed in their name or favorite team. As a finishing touch, participants selected San Francisco-themed stamps to add.

Photo credit: Juanita Chavarro Arias

For agency credits or questions related to Super Bowl LX coverage, email Juanita Chavarro Arias at jchavarro@accessintel.com.

The post From Jersey Mike’s Shore to Visa Print Shop, Top 12 Activations at Super Bowl LX Experience appeared first on Event Marketer.

This week’s hot takes on hot topics in experiential marketing cover Home DeCoors, spicy brunches and Good Will Dunkin’.

BOOYAH! DUNKIN’ PARTIES LIKE ITS 1995 WITH A NOSTALGIC POP-UP AT MIT

A wicked-cool way to capture college kids’ attention? Transport them back to the good ole 1990s. That was Dunkin’s play from Feb. 4-6 at MIT’s campus in Cambridge, MA, where the brand planted a merch truck wrapped in classic ’90s graphics. The experience, unbeknownst to visitors at the time, was a teaser for its “Good Will Hunting”-inspired spot that aired during Super Bowl LX on Feb. 8. (For the unacquainted, the film took place at MIT.)

The pop-up (and the ad) harkened back to 1995, when Dunkin’ first shined a spotlight on its iced coffee, and the old-school items in the brand’s capsule collection perfectly captured the era. The authentic vintage, and ’90s-inspired, apparel that was up for purchase included branded bucket hats, overalls, flannel shirts, fanny packs and “Cosby” sweaters (IYKYK). Plus, everyone who bought an item scored a $5 Dunkin’ gift card.

Continuing its hella strong momentum, Dunkin’ is giving away 1.995 million free iced coffees of any size today (Feb. 9) to help sleepy Super Bowl revelers make it through the day. How do you like them apples?

Photos: Courtesy of Dunkin’

ABSOLUT AND TABASCO STIR UP A SPICY BRUNCH EVENT IN NEW YORK

Absolut and Tabasco are bringing the heat with a fiery new flavored vodka, and to celebrate the collab earlier this month, the brands hosted “Hottest Brunch” at Jean’s in NYC. And this was not your grandmother’s Sunday meal.

Attendees were welcomed into the event with signature cocktails and a bloody mary bar stocked with so many garnishes it looked like a small meal. As the drinks flowed and the afternoon progressed, they were treated to a curated pairing menu, costumed servers and surprise dj sets from Blake Horstmann and Tinx, all of which effectively turned the restaurant into a night club (we’re talking: people dancing on chairs and tables). That’s one way to spice up your weekend. (Agency: 160over90)

Photo credit: Deitch + Pham

INTRODUCING HOME DECOORS—THE FURNITURE YOU CAN GUZZLE

According to a poll commissioned by Coors Light, nearly one-third of Canadians who host Super Bowl watch parties wish they had more seating or surfaces for snacks. So the brand responded with “the only logical solution”—a 24-piece Home DeCoors furniture collection made entirely out of beer cases. Designed to maximize space, the line ranged from six-packs to 60-packs, all reimagined as “practical” pieces, like tables, stools and TV stands. How classy.

Don’t worry; it gets better. Just in case consumers had a hard time picturing a room filled with beer-case furniture, Coors showed up at The Interior Design Show in Toronto. There, the brand set up a real-deal exhibit that showcased how its furniture collection could be arranged on game day to look like a fully styled living room. We say: three cheers for originality. (Partner: The Sorry Girls)

Photo: Courtesy of Coors Light

PLAYING CHICKEN: WINGSTOP BRINGS ITS HOUSE OF FLAVOR TO THE OLYMPICS

No one, and we mean no one, eats as many chicken wings as Americans, but Italy is dipping into the quintessential U.S. dish from Feb. 7-14 at Wingstop’s House of Flavor pop-up in Milan, which, of course, coincides with the Milano Cortina 2026 Winter Olympics.

Fans who visit the activation can score free wings (while supplies last) that come in five of the brand’s top flavors and are served with fries and handmade ranch dressing. Beyond the eats, the space is designed to serve as a cultural hub where consumers can ice skate on a small rink, enjoy live dj sets and music performances, and personalize their looks with tooth gems, custom charms, nail art and the option to get a real tatt. Che buona.

FOODIES AND FASHION CONVERGE AT THIS ANNUAL FESTIVAL

Since 2019, the Family Style Food Festival, acquired by Complex in 2024, has been blending food and fashion with the help of its sponsor partners, and this year’s event, hosted Feb. 7 in Oakland, CA, was no exception. Brands like Cash App, Square, Häagen-Dazs, Lexus, Discover Puerto Rico and King’s Hawaiian were all on-site leaning into foodie culture and community vibes at Oakland Arena just ahead of Super Bowl LX in San Francisco.

According to organizers, the event’s sponsorship pièce de resistance was Larry’s Table, a reservation-only culinary experience sponsored by Cash App and Square hosted by rapper Larry June. The experience featured dishes by chefs Ray Lee and Tommy Cleary, whose menu blended yakitori dishes, elevated seafood fare and Japanese-inspired plates.

To boot, as a thank you to June’s fans, Cash App and Square provided every guest with a limited-edition “Larry’s Table” commemorative letterman-style jacket and tote. The co-branded sponsorship also yielded free general admission for all festivalgoers, and equipped the event’s vendors with Square POS systems.

For Häagen-Dazs, it was all about furthering its “Take Your Sweet Time” campaign messaging, which came to life through complimentary tastings, including the new Cherry Dark Chocolate Bar, photo ops and exclusive Häagen-Dazs x Champion merchandise.

Meanwhile, King’s Hawaiian’s tailgate-themed experience offered up sample sliders on a moving conveyor belt that was housed within a large, football-helmet-shaped installation. The footprint also included a mobile vehicle that functioned as a merch shop, plus a football toss and photo ops.

Photos: Courtesy of Complex

More from The Brief:

• Watch: January 2026 Experiential News Commentary
• The Brief: Keg Cities and Social Experiments

The post The Brief: Spicy Brunches and Home DeCoors appeared first on Event Marketer.

For their last hurrah, brands hosted creative studios, intimate culinary events, storytelling- and filmmaking-themed panels, live performances and hospitality plays. Let’s take a look. And… roll credits.

11^TH HOUR LODGE

It may be Sundance’s last year in Park City, but 2026 marked the debut of the first-ever 11th Hour Lodge, an invite-only cultural space that for four days offered day-to-night programming with themes that shifted with the time of day and aimed to deliver tools, access and educational resources to support long-term filmmaker career growth.

A host of sponsors were on hand to engage visitors of the creative hub, the interior of which was styled by Utah-based home goods brand Minky Couture. Among more experiential touchpoints were Pura’s scent journeys, which evolved based on the programming block, and helped support a narrative that progressed throughout with the day.

In the mornings, attendees got charged up for the day via wellness rituals powered by Pvolve, artisan coffee, Pop-Up Bagels and cowboy hat customization with Gigi Pip. Later in the day, beauty and self-expression entered the chat, with Dime Beauty launching new products at an exclusive brunch, followed by Dibs Beauty and Uberliss Haircare delivering glam touch-ups, demos and curated gifting.

In the evening, the lodge became more of a nightlife scene, with Heaven Hill cocktails and movie-theater fries keeping attendees satiated, and a final Y2K- and Après-Ski-themed event featuring metallic puffers, frosted tips, throwback tunes and Hpnotiq cocktails (IYKYK).

What’s more, guests could capture the moment at a first-of-its-kind holographic step-and-repeat installation, which leveraged technology used in productions like “The Mandalorian,” and yielded real-time, production-ready content that was designed for a 16:9 aspect ratio. Talk about being ready for your close-up. (Partners: 11th Hour Productions; Ferrara Media; HOLODECK LED)

Photo credit: Jake Fabricius

ACURA

The Acura House of Energy returned to Swede Alley with a slate of daytime and evening programming and a handful of partners to bring it to life, beginning with a kickoff event on Jan. 23 that was open to the public and featured performances by DJ Dolph and DJ Cardi.

One of the highlights of the sponsorship was Acura’s celebration of its USA Bobsled-Skeleton partnership, including a photo op inside a two-person bobsled wrapped in bespoke livery, and the chance to race bobsled slot cars on a custom track (with the opportunity to win a Motocompacto, Honda’s e-scooter).

Acura also hosted a series of public and private events, like the IMDb Studio, where exclusive content and discussion were captured; industry panels and interviews; live performances; and the annual IndieWire Chili Party, where VIPs convened for conversations—and actual chili.

The automaker also had a range of vehicles positioned throughout Sundance, including the NSX Roadster, famously driven in “The Avengers”, which was on display at a private fundraiser honoring Sundance Institute founder Robert Redford. (Agencies: George P. Johnson; Sunshine Sachs Morgan & Lylis; MullenLowe)

Learn more about Acura’s 2026 Sundance sponsorship in our video interview with the brand’s assistant vp of marketing.

Photo credit: Vivien Killilea/Getty Images for Acura

ADOBE

The design-forward Adobe House returned to Utah for the last time to offer filmmakers and movie buffs a multilevel creative space that showcased the brand’s latest innovations. Visitors could score cozy swag that they could customize right on-site, get hands-on with Adobe filmmaking tools in the Innovation Studio and listen in on fireside chats and expert panel discussions. (Agencies: Groundwork Events, lead agency; Sunshine Sachs Morgan & Lylis)

Photos: Courtesy of Adobe

AUDIBLE

Audible and its Filmmaker and Artist Welcome party made their way back to Park City this year, as did the annual Cocktails and Conversations event, which the brand sponsored alongside Variety.

And then there was the return of the brand’s cozy Listening Lodge on Main Street that offered prime views of the mountains. There, Audible’s heated yurt, hot drinks, s’mores and craft cocktails kept attendees comfortable as they engaged in intimate industry conversations. Meanwhile, listening stations offered samples of its audiobook content, and photo ops and installations made the space content-ready.

The talk of the sponsorship, however, was a new experience called the Audible Storybooth, a ski-themed pod positioned just off of Main Street where people were invited to stop in and share their favorite Sundance moments. Hundreds of people ultimately recorded their stories.

Photos: Courtesy of Audible

CHASE SAPPHIRE RESERVE

Longtime Sundance partner Chase showed up in Park City to host a range of events spanning VIP panels, cast parties and cardmember experiences. Like the Frasca Food and Wine culinary event that provided select Chase Sapphire Reserve cardmembers with an exclusive dinner at the award-winning, Boulder-based restaurant, which offered a “festival-friendly” à la carte menu.

Another perk for cardmembers: the Chase Sapphire Reserve for Business Experience, which made its Sundance debut this year and provided customers with access to panels, as well as complimentary amenities, including comfortable workspaces, refreshments, a professional headshot booth and wellness services.

Photo credits: Jack Dempsey and Rodolfo Gonzalez for Chase

CINEMA CENTER

The annual Cinema Center media and hospitality hub for VIPs, a staple of Sundance, marked its final run in Park City with the help of title sponsor Arby’s, and supporting partners like Collider, Hendrick’s Gin, Peroni and fashion brand Bernier.

Touchpoints within the Arby’s Cinema Center spanned Collider’s media studio, which drew A-lister interviews; premiere parties for highly anticipated films; WeAudition’s Actors & Influencers Festival Party; and a Hendrick’s Bar serving curated cocktails.

Plus, Arby’s dished out hot curly fries, offered a ski-lift photo op and tapped TV personality Angie Katsanevas from “The Real Housewives of Salt Lake City” to create branded content on-site. (Agency: Roxstar Entertainment)

Hendrick’s photo credit: Photagonist

HYATT

Park City is Hyatt’s birthplace and the brand enjoyed a presence on Main Street for its final year activating on its home turf. This year, the “World of Hyatt” sponsorship program was built to reinforce the idea that travel should be “transformative,” and that Hyatt delivers.

The activation space was purposely designed to feel like an escape, with intentional wellness experiences like Peloton workouts and Headspace meditation sessions offered in the mornings. In the afternoons, attendees participated in Hyatt-branded experiences. Think: A “Scents of Sundance” interactive experience designed by Alila Napa Valley and inspired by Park City, and an Aura Photography class and Thai Milk Tea service inspired by Hyatt’s global Andaz properties.

And then there was a standout evening event, World of Hyatt After Dark, a late-night celebration featuring unique cocktails, lounge spaces, live djs and surprise performances by “Hamilton” stars.

Along the way, Hyatt additionally hosted panels, premieres and sneak-preview screenings with top filmmakers and studios, and worked with a number of influencers to amplify its efforts. (Agencies: Number Project; Guru House)

Photo credit: Getty Images for Hyatt

TAO

Sundance’s famous star-studded, after-hours experience, Tao Park City, closed out with a bang with the help of sponsors including Hendrick’s, Casamigos, Evian, Cîroc, Red Bull, Moët Hennessy, Jack Daniels and Heineken. From a Benson Boone performance, to “ski shots,” to custom chalets, to live djs, to prizes, to photo ops to dancing brand ambassadors, Sundance’s hottest party delivered one last time.

Photo credit: Meg Blair and Jazmyn Le for Tao Group Hospitality

UTA

Another Sundance mainstay, UTA House, rocked its last lap in Utah with a multilevel venue on Main Street and a vast slate of programming and events supported by a group of top-tier brands like Google, Warner Bros., Delta Air Lines and Eli Lilly. Over the course of three days, more than 2,000 filmmakers, creatives and brand execs passed through the doors of UTA House.

Among event highlights were a Creators & Cocktails event presented by Amazon Prime featuring live music, f&b and creator networking; an intimate Brand Leaders Dinner presented by Warner Bros. Discovery offering curated cuisine and mood lighting; the UTA x Vulture “house party” presented by Casamigos and Ketel One that celebrated projects coming out of the 2026 festival; and the Filmmakers Brunch presented by Simply that brought together artists, filmmakers, executives and creatives for a conversation guided by UTA’s Independent Film Group. (Agency: Mirrored Media)

Photo credits: Brad Simmons and Kaia Uhlig for UTA

Featured photo credit: Lauren Hartmann for Sundance Institute

From the Sundance Archives:

• Sundance 2025: Chase’s Glass Chalet, Acura’s Energy House
• Executive Q&A: The Strategy Behind Adobe on Main at Sundance
• Six Brands Engaging Consumers and Creatives at Sundance
• Intel Cozies Up with Creatives in its Tech Lodge at Sundance

The post The Last (Sun)Dance: How Sponsors Closed Out the Festival’s Final Year in Park City appeared first on Event Marketer.

Featured rendering: Courtesy of American Honda Motor Co. Inc.

Catch more of our 10 Minutes With interviews here.

The post Watch: How Acura is Activating at Sundance Film Festival’s Final Year in Park City appeared first on Event Marketer.

This week’s hot takes on hot topics in experiential marketing cover frozen cities, nostalgic bike rides and Lacoste’s sky-high padel play.

THIS FROZEN CITY IS BROUGHT TO LIFE BY WORLD-CLASS SCULPTORS

At first glance, it looks like a scene built flawlessly by AI, but the Harbin Ice Festival is indeed a real-life annual affair that attracts people from around the world to Northern China. The event, which opened in early January and closes in mid-February, features top-tier sculptors competing for best ice installation, and it yields some pretty jaw-dropping work. In many instances, “scale” doesn’t even begin to describe it—literal tons of ice are used. This year’s theme, “A Fairytale World,” has inspired sculptors to craft everything from a castle to a replica of the Taj Mahal.

In addition to enjoying the installations, attendees can catch drone and lantern shows, go on frozen rides and observe unique performances and cultural ceremonies—and roughly 90 million people show up each year to do just that. No word yet on whether or not Queen Elsa will make an appearance.

Photo credit: iStock/kitzcorner

HOUSTON RODEO ROPES IN FANS WITH A POP-UP COUNTRY MUSIC SHOW

The Big Apple got a dose of the Lone Star State on Jan. 7 when the Houston Livestock Show and Rodeo unleashed a surprise pop-up show by country singer Russell Dickerson in Times Square. The stunt was leveraged to reveal that the artist will be among performers at this year’s event, March 2-22, at NRG Stadium.

Supported by a full band, cowboy hat-clad dancers and a 3D billboard as his backdrop, Dickerson sang his hit “Happen to Me,” which went viral on TikTok with an accompanying dance, for thousands of fans. Yeehaw.

Photo credit: Houston Livestock Show and Rodeo

THE PADEL BALL IS IN LACOSTE’S COURT

Like its American counterpart, pickleball, padel has been thriving in Europe thanks to its position as a more accessible sport than tennis. But accessibility isn’t quite the vibe at popular upscale French ski resort, Courchevel, where Lacoste just set up shop with two permanent, branded padel courts, which now serve as some of the highest-altitude courts in the country.

The facility was designed by Courchevel Tourisme, supported by the Club des Sports and Town Hall, and developed in partnership with Lacoste, and is built to withstand harsh weather conditions year-round, with features like a geothermal heating system, making padel play possible in the winter.

Lacoste is further cementing its positioning as a lifestyle brand via the partnership with an exclusive branded “corner” that will be installed at the resort’s Ineos Club House restaurant, and a forthcoming Courchevel x Lacoste clothing collection, which will be available at the Club des Sports boutique. Ooh la la. (Build: Infinite Padel Courts)

FOOTBALL FANS TAKE A BITE OUT OF SMUCKER’S PITTSBURGH TAILGATE

The prospect of making the Super Bowl wasn’t the only thing that kept NFL fans’ attention over the weekend during the matchup between the Ravens and Steelers in Pittsburgh; Smuckers-owned Uncrustables lured them in with a sampling-centric tailgate experience hosted by Steelers legend Jerome Bettis outside Acrisure Stadium. Fans could stop by to sample new flavors, interact with the Uncrustables mascot and brand ambassadors, score merch, play a football toss game, check out a locker installation and chat with Bettis.

RIDE OR DIE: NETFLIX HOSTS A ‘STRANGER THINGS’ BIKE AND PEDESTRIAN EXPERIENCE

File this one under: “an oldie but a goodie.”

Despite the fan theories, Netflix’s smash hit “Stranger Things” did indeed come to an end with the broadcast of the last episode of season five on Dec. 31. But before the final season premiered over the fall, the streaming service teamed up with CicLAvia for One Last Ride, a series-themed bike and pedestrian experience hosted on Melrose Avenue in Los Angeles on Nov. 23.

The brands built a four-mile experiential route that encompassed live djs and music performances, trivia, exclusive merch drops and themed giveaways, bike customization, cosplay, a fan hub, flash mobs featuring costumed characters, and a scavenger hunt that had fans competing in challenges to earn stamps that translated to prizes.

Along the way, there were also large set builds that functioned as photo ops, and included key show locations, like the Byers’ living room (including the alphabet wall), the Hawkins Lab, the Starcourt Mall and the uber-eerie Creel House.

All told, Netflix and CicLAvia doubled their attendance projections, drawing more than 50,000 participants, many of whom arrived in ’80s-era apparel or dressed as “Stranger Things” characters. We can only hope Eggos were somehow involved. (Agency: Dorothy Creative)

Photos: Courtesy of Netflix

More from The Brief:

• The Brief: Tailgate Trolling and Beast City
• The Brief: Sandcastle Restaurants and Meme Galas

The post The Brief: Frozen Cities and Sky-High Sports appeared first on Event Marketer.