Activations and Adjacent Ads Capitalize on Super Bowl Buzz

Shaquille O’Neal is the celebrity host for a music festival that’s also part carnival and features a full midway, games, rides and six hours of open bar and food.

SI the Party hits the Wynn XS nightclub the Saturday night before the game, with music from The Chainsmokers and Kygo.

Gronk Beach, hosted by Super Bowl winner Rob Gronkowski, will take over the Wynn’s Encore Beach Club with featured musical guest Afrojack, while Guy Fieri hosts Guy’s Flavortown Tailgate—Better With Pepsi, which is free for more than 10,000 fans. 

Coors Light

Coors Light will air an ad in the NFC Championship game on Jan. 28. Once the ad airs, seats will officially open for booking on the Coors Light Chill Train, then new batches of seats will be released at 1pm ET daily through Friday, Feb. 2. 100 passengers will be welcomed aboard the Chill Train through the “frosty power of CGI,” according to the website. It’s billed as a seat on the train inside a special slo-mo version of Coors Light’s Big Game ad.


Tostitos brand activation for the Super Bowl.
Kirk Cousins poses with his Tostitos creations.Tostitos

As the official chip and dip of the NFL, Tostitos is headed back to the Super Bowl and opening the doors once again to its free, limited-time, immersive dining experience, “Tost by Tostitos.” This year the event will bring football fans and foodies together on a Las Vegas-inspired culinary journey with three different dining menus designed by Frito-Lay’s culinary team. And Tostitos is giving fans nationwide the opportunity to have their meal prepared and served by Minnesota Vikings quarterback, Kirk Cousins, where he will swap out his helmet for a chef’s hat as he tries his hand at tableside service, Vegas style. Fans can reserve a spot here.

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