#ThrowbackThursday: 10 Buzzy Brand Activations From Super Bowls Past

Shaquille O'Neal made an appearance at his marquee party, Shaq’s Funhouse, at Mana Wynwood. Part carnival, part food festival and part concert, Shaq’s Fun House covered 175,000 square feet and included branded bars such as a Courvoisier cabaret-themed spot. Prior to the event, the NBA legend announced that event proceeds would benefit the Kobe and Vanessa Bryant Foundation following the helicopter crash that killed Kobe Bryant, his daughter Gianna and seven others. See more: Super Bowl LIV: 17 of Miami's Most Inspiring Activations, Concerts, and Events

Stella Artois Port de Stella transformed The Wharf Miami along the Miami River into a three-day, nautically inspired pop-up experience. The event, executed by Mosaic, featured shops, Stella-branded bars, international restaurant experiences curated by The Infatuation, and celebrity and DJ appearances. (Fun fact: This creative sponsorship has been nominated for the 2020 BizBash Event Style Awards. See a full list of finalists here!)

Lady Gaga headlined a sold out AT&T TV Super Saturday Night. The event celebrated its 10th anniversary at Meridian, a 65,000-square-foot custom-built multilevel concert venue at Island Gardens. Super Saturday Night was livestreamed on Twitter to over 1.39 million viewers and became a trending topic on Twitter. For every #SuperSaturdayNight hashtag posted on Twitter, AT&T TV donated $1 (up to $250,000) to the Born This Way Foundation. See more: Super Bowl LIV: 17 of Miami's Most Inspiring Activations, Concerts, and Events

At the NFL’s Super Bowl LIV Experience, guests took turns representing a different P&G brand (think Tide and Pampers, among others) in the P&G Fumble Frenzy, a six-player, supersized game that resembled a purpose similar to that of classic childhood game Hungry, Hungry Hippo. Scores were broadcast on an overhead screen. See more: Super Bowl LIV: 17 of Miami's Most Inspiring Activations, Concerts, and Events

The annual Big Game Big Give by the Giving Back Fund took place at a private mansion on Star Island in Miami Beach, and was co-hosted by director Michael Bay and actors Bryan Cranston, Aaron Paul and Jamie Foxx. The event raised money for philanthropic efforts like Sylvester Comprehensive Cancer Center and was produced by Agency 21 Consulting. See more: Super Bowl LIV: 17 of Miami's Most Inspiring Activations, Concerts, and Events

Bud Light held its first music festival for the 2019 Super Bowl at State Farm Arena in Atlanta. The first night, which was presented by EA Sports, paid tribute to the city with rapper Ludacris as the headliner. The stage featured I-85 highway sign replicas that displayed the names of performers. Bud Light worked with On Location Experiences to produce the three-day event. See more: Super Bowl LIII: 27 Ways Brands Took Over Downtown Atlanta

For Super Bowl LIII weekend, DirecTV celebrated the 25th season of the NFL Sunday Ticket streaming platform with a hospitality space for meet-and-greets with athletes and private events for subscribers. The lounge, which was produced and designed by Best Events, featured walls of gold footballs as a stage backdrop. Additional decor included chalkboard signage and a branded staircase. See more: Super Bowl LIII: 27 Ways Brands Took Over Downtown Atlanta

Halftime show performer Travis Scott first headlined Pepsi’s pregame concert for Super Bowl LIII at the Georgia Freight Depot. The outside of the venue featured projection mapping of the Pepsi globe. The soft drink brand partnered with iHeartMedia’s brand integration group and innovation division to produce the event. The inside of the venue featured a psychedelic design inspired by the Pepsi colors and the brand commissioned Janice Rago and Eric Nine, two Atlanta-based artists, to create music-themed murals for the event, which incorporated the Pepsi globe. See more: Super Bowl LIII: 27 Ways Brands Took Over Downtown Atlanta

Members of Marriott Bonvoy, the hotel company’s combined loyalty program, bid points to win a Courtyard Marriott suite at Mercedes-Benz Stadium. The activation was produced by Endeavor Global Marketing. Little did they know, this brand activation would be pandemic-friendly and perfect for watching the big game two years later in 2021. See more: Super Bowl LIII: 27 Ways Brands Took Over Downtown Atlanta

Indianapolis reportedly poured nearly $12 million into the construction of Super Bowl Village. Described by city reps as a "10-day, three-block, interactive festival of football," the free and open-to-the-public activation on Georgia Street had everything from zip line rides to heated tents to a mobile pizza kitchen from Papa John's. It was open from January 27 through game day. See more: Super Bowl Party Highlights: 60 Ideas from 'Maxim,' ESPN, 'Rolling Stone,' 'Playboy' and More Brands