Event Marketer Spring 2023 - 38

FIELD REPORT
" Full Swing " screening event and golfthemed
afterparty featuring A-list music
performances, appearances by Michelob
ULTRA athletes and a golf " showdown "
among athletes and celebrities like Serena
Williams.
ON LOCATION
As the NFL's official hospitality partner,
On Location offered fans luxury Super
Bowl 57 ticket packages that included
" guaranteed access " to premium tickets,
exact seat locations, interactions with
NFL stars and all-inclusive pre-game
experiences inside the stadium's security
perimeter. Think: an NFL Tailgate
party performance by Sheryl Crow and
Patrick Droney where attendees hung out
with NFL legends like Larry Fitzgerald,
Victor Cruz and Lawrence Taylor, and
enjoyed premium hospitality and local
flavors from chef Chris Bianco of Pizzeria
Bianco. Or: a private event hosted with
vehicle auction company Barrett-Jackson,
along with Fitzgerald, where attendees
scored a close-up look at the Vince Lombardi
Trophy and a private viewing of Barrett-Jackson
ceo Craig Jackson's personal
car collection.
On Location also worked with brand
partners to provide moments of hospitality,
like a Theragun relaxation lounge
and a gifting suite at the Omni Scottsdale
Resort and Spa at Montelucia. Goodies
included Scout tote bags, Notes candles,
Johnnie-O hoodies, Stance Socks, a Clear
membership, Havaianas flip flops, OtterBox
tech accessories, a SMAC skin kit,
Barefoot Dreams robes, Vuori joggers and
Goodr sunglasses.
PETSMART
Pets were the real Super Bowl MVPs-
Most Valuable Pets, that is-thanks to
PetSmart's campaign for this year's big
game. Consumers at home could visit
mvpets.com and upload their pet's photo
to score a digital MVP trading card. And
pet parents of all kinds shared their loved
ones, from dogs and cats to hamsters and
lizards.
The digital activation was an extension
of PetSmart's regional-turned-national
TAILgate mobile tour, which made its
way to the Super Bowl and included a station
for parents to create their pet's MVP
trading card, complete with a souvenir
lanyard. The activation also included an
MVPets 40-yard dash featuring a giant
hamster wheel that attendees could run
38
EVENT MARKETER SPRING 2023
on to test their speed skills and reflexes,
among interactive touchpoints. (Agency:
Activent Marketing)
ROLLING STONE
The annual Rolling Stone Live extravaganza
returned to Super Bowl 57 with
a bang after a four-year hiatus. In partnership
with Vivid Seats, the exclusive
event at The Clayton House in Scottsdale
featured headline performances by Travis
Scott, Robin Thicke and DJ Irie, and
attracted plenty of A-list attendees.
Partner activations abounded, including
a limited-edition collaborative merch
capsule from Aviator Nation, a bag-customization
station and cocktails from
Crown Royal, a VIP backstage experience
with Armand de Brignac champagne and
a sampling lounge occupied by cannabis
brands Weedmaps, Hemper and Jardin
Premium Cannabis Dispensary. The best
eventmarketer.com
IMAGE CREDIT: TALENT RESOURCES SPORTS (ROLLING STONE)
http://www.eventmarketer.com
Event Marketer Spring 2023

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