class presentation

Bud Light hosted its first House of Whatever at Super Bowl XLIX in Phoenix this year.

During Super Bowl XLIX, the House of Whatever activation at a hotel in downtown Phoenix hosted 49 experiences, including concerts.

“Whatever, USA” took over the quiet ski town of Crested Butte, Colorado, in October 2014. Some 1,000 fans attended the three-day activation.

Activities in “Whatever, USA” included drag races along Main Street.

Fans could recreate a game-winning shot from Michael Jordan at a simulator that was part of the brand’s 30th anniversary of the Air Jordan sneaker.

During the 2014 U.S. Open, Nike created a full-size tennis court in downtown Manhattan and invited fans to sign up to play matches during the day and night.

At an activation timed to the World Cup in Brazil, fans wearing new Nike cleats tested their response time and accuracy in a game that included digital elements.

Microsoft enlisted Pacific Northwest-based creative and digital agency Roundhouse to create a public activation in San Francisco’s financial district called the Infinity Room in April 2014. The experience allowed visitors to visualize data generated by the company’s latest technology.

California-based company the Ave created custom Converse sneakers for Advertising Week attendees in New York in fall 2014 using printing technology and Microsoft’s Surface tablets. The finished shoes were covered in a cityscape design and Microsoft logo.