Event Marketer Spring 2022 - 23

to their own signature Subway sandwich
creations-in edible ink. Fans could enter
the Subway " Vault " at the Los Angeles Convention
Center for an opportunity to meet
superstars like Russell Wilson, Marshawn
Lynch and Trevor Lawrence as they handsigned
their own limited-edition signature
subs (To eat, or to keep? That is the question.).
In addition to the edible autographs,
visitors could participate in a multisensory,
a/v " ride " through the flavors of Subway's
GILLETTE
To tout its new Exfoliating Bar razor, Gillette
hosted an outdoor roller-skating rink
activation in Santa Monica, CA, Feb. 11-12.
The brand not only leaned into L.A.'s skating
culture, but simultaneously highlighted how
" effortlessly easy " it is to use its new product
through the experience. In addition to the
rink, the activation featured a live dj, guest
appearances from well-known athletes and
influencers that were local to L.A. and the
skate community, photo ops and a pop-up
barber shop featuring celebrity barbers from
the Gillette Barber Counsel.
MICHELOB ULTRA
Michelob Ultra's commitment to gender
equality in sports was embedded into its
live Super Bowl event in L.A. this year. The
activation drew inspiration from the brand's
Signature Sandwiches, which was narrated
by Lynch (Agency: Momentum Worldwide).
SMIRNOFF
A recent study showed that ninety-eight
percent of football fans are fortunate
enough to have the day off from work on
Super Bowl Sunday, but Smirnoff took a
no-fan-left-behind attitude this year and
addressed the other two percent. Welcome
to the " Last Frontier, " a Super Bowl LVI
Watch Party located in a remote part of
Alaska, 100 miles north of Anchorage. The
event was built for a group of hard-working
gold miners that didn't have access to the
Super Bowl given their remote location. So
on gameday, Smirnoff was waiting at the
crew's snow-covered base camp to throw an
unparalleled Super Bowl LVI watch party.
To add to the excitement, NFL legend Vernon
Davis surprised the unsuspecting min " It's
Only Worth It If You Enjoy It "
campaign and related Super Bowl
LVI TV spots, which included
equal representation of male and
female sports superstars showing
their " fun, joyful side " while competing
at a fictitious bowling alley
ers with a one-of-a-kind virtual invitation to
the party in the days leading up to the game
(Agency: Taylor Strategy).
eventmarketer.com
called Superior Bowl. For the live event,
Michelob teamed up with The Women's
Sports Foundation to make the imaginary
venue a reality, and invited Anheuser-Busch
employees and partners, including Michelob
Ultra athletes and agents from the NBA,
NFL and MLB, to come to the Superior
Bowling alley for an #ULTRAbowl tournament.
The friendly competition featured
sports and entertainment stars on Team
Offense-Peyton Manning (Captain), Becky
G, Julie Foudy and Phaidra Knight-and
Team Defense-J.J. Watt (Captain), Emily
Ratajkowski, Nneka Ognumike and Jessica
Mendoza-facing off and sipping cold ones.
The event also featured dj sets, a merch
shop; a press wall; photo ops; beverages and
bites; and open bowling (Agency: Mosaic
North America).
SPRING 2022 EVENT MARKETER
23
http://www.eventmarketer.com
Event Marketer Spring 2022

Table of Contents for the Digital Edition of Event Marketer Spring 2022
