Event Marketer Spring 2023 - 39

FIELD REPORT
SUBWAY
part? Activations helped raise funds for
Rolling Stone Live's official charity partner,
the American Cancer Society. (Agency:
Talent Resources Sports)
SMIRNOFF
In the weeks leading up to the Super
Bowl, cocktail connoisseurs faced off for
a chance to land the " best job in America "
as the first-ever Smirnoff Cocktail Coordinator-and
score a trip aboard a private
luxury transport bound for the game as
the brand's guest of honor. As the official
vodka sponsor of the NFL, Smirnoff
sought mixologists with a passion for the
game, a knack for hosting and, of course,
killer cocktail-making skills. Three finalists
competed for the position on Jan. 29,
participating in a series of challenges that
tested all three qualifications. Brand partner
and NFL commentator Kay Adams
and professional mixologist and Cocktail
Academy founder Matt Landes officiated
and judged the competition. Austin's Tania
Ortega was ultimately crowned the winner
and provided with a VIP Super Bowl
experience.
SUBWAY
Fans could go long for a range of killer prizes
at Subway's activation within the Super
Bowl Experience at the Phoenix Convention
Center-not with their football skills,
eventmarketer.com
but with their knowledge of Super Bowl
history. The brand hosted a Subway Series
Super Bowl LVII Showdown trivia competition
that offered consumers the opportunity
to compete against NFL superstars
and personalities including Stephen A.
Smith, host of ESPN's " First Take, " Miami
Dolphins quarterback Tua Tagovailoa and
former league MVP J.J. Watt, along with
other special guests. Naturally, the brand
wove in its Subway Series collection of
sandwiches into the experience, with each
answer to a trivia question serving as one
of the 12 names and numbers from the
Subway Series sandwiches. Twelve winners
were named daily with a chance to snag 12
prizes, from a pair of tickets to the big
game to the Super Bowl 57 Subway Ring
(made with 10 karat gold and encrusted
with more than 600 natural diamonds and
gemstones) to autographed footballs from
NFL stars and beyond. (Agency: Momentum
Worldwide)
TOSTITOS
Tortilla chips and salsa-that's a Super
Bowl staple in our book. But Tostitos went
beyond promoting at-home snacking this
year with Tost by Tostitos, a pop-up casual
dining restaurant offering menu items
centered around the brand's selection of
chips and dips. From Feb. 9-11 in Phoenix,
consumers who reserved a spot ahead
of time could dine on eight appetizers
and entrées concocted by Frito-Lay's culinary
team. Think: red chili braised short
rib skillet dip and Tostitos Hint of Lime
elotes. The Tost program was supported
by an immersive installation created by
four local muralists whose work aimed
to tell the story of how food and culture
bring people together. Fans at home could
get in on the custom menu items, too. By
entering the Tost by Tostitos social media
giveaway, they could score a delivery of
the chips, dips and ingredients needed
to recreate dishes from the restaurant's
menu, hand-picked by Jacksonville Jaguars
quarterback Trevor Lawrence, as well as a
personalized video message from the NFL
pro and exclusive brand swag.
USAA
USAA treated military vets and their
families to its Salute to Service Military
Appreciation Lounge this year, providing
entertainment and interactions with NFL
players and coaches, including Rob Gronkowski
and Justin Jefferson. The organization
also offered a trip and ticket giveaway
to deserving veterans from around the
U.S. with a social media campaign starring
the NFL players who ultimately appeared
in the Military Appreciation Lounge in
an effort to bring greater awareness to
top military causes and organizations.
(Agency: 160over90)
SPRING 2023 EVENT MARKETER
39
IMAGE CREDIT: MOMENTUM WORLDWIDE (SUBWAY)
http://www.eventmarketer.com
Event Marketer Spring 2023

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