‘FanFest’ won Gold in OOH at The Drum Awards for Marketing. This campaign by Verizon brought the Super Bowl experience to fans nationwide through 30 simultaneous Super Bowl parties in NFL stadiums, offering free stadium access, live music, and games, generating over 300M impressions and a 200% increase in social engagements.
Each year, Verizon activates in the Super Bowl host city for the lucky fans on the ground and at the game. This year, they aimed to go bigger and bolder than ever, proving to fans that they are the network that provides unparalleled experiences to the sports, music, entertainment, and things people love.
For millions of NFL fans, the Super Bowl is the ultimate destination. However, less than 1% will ever get to attend one. Tickets are scarce, and even if you could find one, the prices are astronomical. This means millions of die-hard fans and families watch from home, on the couch, instead of being in the middle of the excitement and action. So Verizon decided to bring a Super Bowl experience to every single fan base across America.
Leveraging Verizon’s partnership with the NFL and NFL teams across the league, we took over 30 NFL stadiums and the hottest venues in America and threw 30 simultaneous Super Bowl parties on Super Bowl Sunday. Fans enjoyed all the stadium foods, live music, football and tailgate games on the field, met NFL players and cheerleaders and mascots, got locker room tours and other stadium access, and got to watch the Super Bowl on the biggest screens—all completely free.
With over 300 million impressions and more than 2,000 media mentions, FanFest was the event being talked about on Super Bowl Sunday. And with more than 100,000 social posts, Verizon was able to achieve a 200% increase in social engagements from last year’s Super Bowl. But the real results were in the fan responses. With over 93% positive brand sentiment, families and fans in all 30 parties overwhelmingly loved the events.
While most brands were using the Super Bowl to talk about themselves, Verizon used it as a way to bring fans an experience they would remember forever. Leveraging the biggest night in sports and entertainment as a way to give back to their customers.
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Momentum Worldwide
Momentum Worldwide is the preeminent global experience agency combining creative, technology, strategy and design to deliver experiences that make brands matter...
