ABOUT

Every year, Verizon activates on the ground, at the Super Bowl, for the few fans lucky enough to be there. This year, they went bigger than any brand has ever gone before. And as the brand that connects people to the things they love, and one that’s shifted from a utility to a lifestyle brand, Verizon used their network, and partnership with the NFL and its teams, to prove to consumers that they are THE network for NFL fans. They did it with the biggest Super Bowl event in history—bringing it to all 30 NFL markets. Throwing 30 simultaneous Super Bowl parties in 30 stadiums in 30 cities meant doing 30X more of everything and was a massive coast-to-coast coordination with players, mascots, DJs, caterers and more. In the end, it made Verizon the most talked about brand before kickoff, and drove 93% positive brand sentiment among consumers.

For the 184 million NFL fans in the U.S., the Super Bowl is the ultimate destination. Every year, Verizon activates on the ground at the Super Bowl reaching the few fans who are lucky enough to be there. But, according to the data, .001% of fans will actually ever get to go. Which means most fans are watching from home, instead of where they want to be. At the stadium, with the fans, in the middle of all the action, all the players, all the fanfare and all the excitement.

Throwing 30 simultaneous Super Bowl parties in 30 cities across America required a massive coast-to-coast coordination with stadiums, teams, event staff, players, caterers, DJs, cheerleaders, hot dog vendors, local and national influencers, and more. We started by creating 30X the commercials, and hired 30X the social influencers to create 30X the social content for 30 completely different markets that went out across social media and television. We were in constant contact with 30 stadiums, outside vendors and staff to coordinate this massive undertaking, constantly adapting to venue challenges and scheduling conflicts. The fact that many of these teams were still in playoff contention, meant there were lots of changes and variables to take into consideration on a daily basis.

Verizon was able to reach 30 times the amount of consumers in 30 times the markets with an experience that truly made fans and entire families happy. 4.4 billion impressions. Over 2,000 news stories, 93% increase in brand affinity, and the #1 most talked about brand before kickoff. Fans in attendance raved about the experience. Some had never stepped foot in a stadium ever, and suddenly they were on the field, in the locker rooms and meeting legends. Today, we are still getting daily emails from fans thanking Verizon for throwing these events and asking if we are doing it again next year and how they can get tickets.

While other brands spent millions on commercials to insert themselves into one Super Bowl, Verizon gave fans in 30 markets what they really wanted—to be there. Introducing the Verizon Super X30 Bowl. 30 simultaneous Super Bowls in 30 cities in 30 stadiums. The biggest Super Bowl event in the history of—ever. Which meant doing 30X more of everything. We made 30 commercials to reach fans in 30 markets, to give out 150,000 free tickets, twice the capacity of the actual Super Bowl. We brought in 4,715 stadium staff, 1,054 cheerleaders, 145 musicians and 30,000 gallons of beer. Fans met 125 NFL legends, took pics with 27 mascots, took 12,000 locker room tours and got 26,000 autographs. And got to watch the biggest game on the biggest screens. Reaching 4.4 billion fans.

Their biggest question: “Can I get tickets for next year?”