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This year, DirecTV partnered with Pepsi to present a series of events surrounding the Super Bowl. Held at Pier 70, the events were meant to showcase music, technology, and art. The Thursday-night kickoff, dubbed DirecTV and Pepsi Super Thursday Night, featured a concert from Dave Matthews Band. Organizers wanted the concert venue to provide maximum fan engagement and brought in a cutting-edge sound system, arty designs, and projection-mapped photo walls. Murphy Productions built and designed the venue. Kuki Design handled decor.
Super Bowl 50: See Inside the Tech-Fueled Events at the Big Game
San Francisco/Northern CaliforniaFebruary 8, 2016
DirecTV brought back its private Super Saturday Night party on January 31, and CL22 once again designed the 7,000-guest event. The affair took place at the Pendergast Family Farm and featured entertainment from Rihanna and Kanye West. The brand used Platinum Rye Entertainment to book the talent.
Hot Headliners for 2015: How to Book Rihanna, Kanye West, Steven Tyler, and More
Programming & EntertainmentFebruary 9, 2015
Bud Light, the N.F.L.'s official beer sponsor, abandoned its five-year-old Bud Light Hotel this year in favor of something new. Named the Bud Light House of Whatever, the new activation took over a downtown Phoenix hotel and played off the brand's marketing tagline: 'The Perfect Beer for Whatever Happens.' Produced by Mosaic, the experience ran from January 30 to February 1, and organizers aimed to treat guests to 'Up for Whatever,' or unpredictable, experiences.
Super Bowl 2015: How Event Marketers Changed Strategies for This Year's Big Game
Phoenix / ScottsdaleFebruary 2, 2015
Verizon Super Bowl Central will take place in downtown Phoenix January 28 to February 1, one of several events surrounding Super Bowl XLIX.
Super Bowl XLIX Preview: What Brands Like Bud Light, DirecTV, and 'Playboy' are Bringing to the Big Game
Phoenix / ScottsdaleJanuary 22, 2015
The logo of ESPN the Party, which illuminated the floor near the entrance, included a playful take on the New York subway system with 'NYC' mimicking the colors and shapes used to identify the train's different lines. Maxim also used subway imagery on the custom T-shirts worn by staffers.
15 Design Ideas to Steal From New York Super Bowl Parties
Event DesignFebruary 7, 2014
The Bud Light Hotel, now in its fifth year, took over a Norwegian cruise ship docked on the Hudson River and hosted about 4,000 overnight guests through the long weekend. Produced by Fusion Marketing, the 300,000-square-foot activation included the ship as well as three other venues: the tented Bud Light Hotel Lounge, a concert venue located across the West Side Highway, and the Intrepid Sea, Air & Space Museum.
Super Bowl 2014: Behind the Scenes at the Biggest Parties in New York
StrategyFebruary 4, 2014