By Jenny Berg Posted February 3, 2011, 4:28 PM EST
Mercedes-Benz and Twitter have a Super Bowl promotion already under way with the Tweet Race, and a slew of other big brands are gearing up to host events and activations targeted at football fans and Dallas tourists this weekend.
On Thursday, Tide's afternoon event will take place in Frisco, Texas. With an appearance from former Dallas Cowboys player Randy White, the afternoon barbecue is produced by BMF Media and will promote Tide with Acti-Lift.
Also on Thursday, DeLeón Tequila's private luncheon at the Rio Room in Dallas is expected to draw celebrity guests such as Lenny Kravitz and Duran Duran. On Friday night, the brand will take over the Living Room bar at Dallas's Intercontinental Hotel for an event benefiting the Goss Michael Foundation. The intimate fund-raiser will feature performances by Prince and Erykah Badu.
The Bud Light Hotel, which debuted in Miami during last year's Super Bowl weekend, will be open from Thursday through Sunday in a temporarily rebranded downtown hotel. The activation is set to include performances by the likes of Pitbull and Ke$ha.
Playboy, Maxim, and ESPN the Magazine—which traditionally host some of the weekend's most high-profile events—will also head to Dallas. With performances by Snoop Dogg and Warren G., Playboy's Friday-night party will take place at the Bud Light Hotel.
Also on Friday, ESPN the Magazine's “Next” tailgate event, which is open to the public, will take over a Fort Worth ranch. The daytime happening will offer a football toss sponsored by AT&T and a Bing-hosted quarterback panel. Starting at 9 p.m., the brand's V.I.P. party will include a performance by Kid Rock.
On Saturday, Maxim's event will take over the Centennial Hall at Fair Park. Appropriately, the event will get a fairground theme replete with bumper cars, Ferris wheel rides, and a specialty cotton-candy cocktail from sponsor Patrón Tequila.
Fox, DirecTV, GQ, and Verizon are among the other brands set to host large weekend events. We'll share photo highlights and coverage from several of the parties.