With Super Bowl Sunday only days away, big brands are getting ready to host major parties and promotions in New Orleans. From a Justin Timberlake performance for DirecTV to a volunteer opportunity that will ply the troops with Crown Royal swag bags, here's what brands have on tap for the weekend.
Men's magazines traditionally host some of the weekend's biggest festivities, and this year is no different. Around 2,300 guests are expected at Maxim's Saturday-night bash at Second Line Studios. According to reps for the magazine, the evening will "transport guests into a fantasy land of all the things guys want most," including activations from Xbox Gears of War, Guinness Black Lager, and Fox Sports. Presented by Patron Tequila and produced by Ark Endeavors LLC, the event will have a Greek Gods and Goddesses theme. The venue will get coliseum-inspired treatment, living statues will be decked in Greek costumes, and—why not?—models will be draped on beds throughout the space.
Playboy's event, produced by Caravents, will take place on Friday at Jax Brewery Bistro. With a Mardi Gras theme and New Orleans-style snacks from celebrity chef John Besh, the event will have plenty of bejeweled masks for guests. There will, of course, be Playboy Playmates—20 of the models will act as hostesses—along with a performance from B.o.B, music from DJs Devin Lucien and Jesse Marco, and a pop-up Bootsy Bellows V.I.P. area. Presenting sponsor Crown Royal will invite V.I.P. guests to fill camouflage-print whiskey bags with snacks to be sent to U.S. military members. Mini vehicles, another sponsor, will host a brass band parade.
Event Eleven is producing ESPN the Magazine's "Next" event, which is scheduled to take place under a massive tent at Tad Gormley Stadium on Friday. A 40-foot red carpet will lead up to the tent, which will be decked in red, black, silver, and gray decor. Cee Lo Green will perform with Goodie Mob, and DJ D-Nice will spin. Singer Kelly Rowland will take over the magazine's Twitter handle to act as the evening's social media ambassador, providing Twitter updates on the action throughout the night. Eclectic sponsors such as Microsoft Windows 8, Old Spice, HBO, and Dunkin' Donuts all will have activations, and "A Safe Ride Home Presented by Geico" will provide info on local taxi companies and allow guests to leave their cars parked in the stadium's lot overnight.
GQ's event, set to take place at the Elms Mansion on Saturday, will include a performance from Lil Wayne and sponsor activations from Mercedes-Benz and Lacoste.
Liquor brands will also have a substantial presence during Super Bowl weekend, with the N.F.L.'s official beer sponsor, Bud Light, bringing back its Bud Light Hotel. Produced by Fusion Marketing, the massive activation will transform a 200-room hotel in downtown New Orleans into the Bud Light Hotel from Thursday to Sunday. The 3,000-hour build-out includes the addition of new exterior signage, a takeover of the hotel's existing bar taps, and the construction of a full-size concert venue and V.I.P. area across the street.
On Friday night, Toast will produce "Rolling Stone Live" at the Bud Light Hotel. This is the second time the magazine has hosted an event during Super Bowl weekend and the first time it has held one at the Bud Light Hotel. DJ Samantha Ronson will spin all night, and Flo Rida and Pitbull will perform back-to-back sets.
Toast will also produce a tailgate party for Jeep and Rolling Stone Sunday. Inspired by Jeep's "Heritage of Heroes" campaign, the event will take place within walking distance from the Superdome and will be open to the public. It will include a performance from the Roots and a DJ set from Questlove.
DirecTV will return to Super Bowl weekend with its Celebrity Beach Bowl, produced by Murphy Productions, on Saturday. Held in Blaine Kern's Mardi Gras World, which will become the "DirecTV SuperFan Stadium" for the weekend, the event will let Hollywood celebs compete against former N.F.L. stars in a flag football game. Neil Patrick Harris, Katherine McPhee, and Snoop Dogg are slated to play in the game, which is open to the public and will be followed by a Pitbull concert. Later that evening, the stadium will be transformed into a nightclub-inspired space to host DirecTV Super Saturday night. The private event, co-hosted by Mark Cuban's AXS TV, will include a performance from Justin Timberlake and another DJ set from Questlove.
Other brands heading to New Orleans include Axxis Sports and Entertainment, which will bring its "Leather & Laces" event to Second Line Studios on Friday and Saturday nights. Patron will set up its Patron Tequila Express rail car in the city for the weekend and will host onboard private events. Express will host the pop-up 1 MX Shirt Shop and a "Welcome to New Orleans" happy hour on Thursday at the Hyatt Regency.
Super Bowl XLVII kicks off at 6:30 p.m. Sunday at the Mercedes-Benz Superdome. Beyoncé will perform in the Pepsi halftime show.
BizBash will post photos and more coverage of Super Bowl events next week.
