What to Expect: Event Marketing Trends for the 2017 Super Bowl


Every year, the Super Bowl yields a wealth of advertisement opportunities. As one of America’s most televised events, it’s a great venue for TV campaigns, significant brand moves and digital ad support. Today, the event’s latest news hits, advertisements and brand moves govern new event trends. The Super Bowl might be a televised event, but its ramifications are huge. Below, we’re covering the five biggest, baddest event marketing trends likely to spawn from the 2017 Super Bowl. Consume with caution, as they’re certainly unstoppable.

One: Blackjack

The Elevate Management Group, Dr. Quang & Staci, Wade Smith and Henderson are teaming up, and they’re getting ready to power the massive elite event during 2017’s biggest game. Featuring a Casino-Royale-esque style of play, the Bulls & Blackjack event will be a celeb-fueled tournament guaranteed to drive poker players wild. Get ready for a mad dash to poker-centric marketing events. More interestingly: Get ready for charity-funded gaming.

Two: Recycling

The Recycling Rally kicks off on January 21. While other exciting events, big milestones and multifaceted marketing initiatives are festival-centric, the Recycling Rally serves as a multi-day party to benefit those in need while promoting big-name brands. Another community-centric event, the Recycling Rally is expected to spawn a wealth of communal events in 2017.

Three: Leather

Leather & Laces, to be exact. 2017’s longest-running Super Bowl party is back, and it’s likely to be the hottest place around. Focusing on chic attire, open bars and premium drinks, Leather & Laces constantly promotes glamorous marketing events focused on, well, the love of being alive. Hand-rolled Sushi, hors d'oeuvres and other great selections constantly spawn food-centric marketing initiatives, so be on the lookout.

Four: Fine Cuisine

Where food, itself, is considered, The Taste of the NFL is expected—yet again—to promote fine cuisine marketing initiatives. Take part in a silent auction, experience sports memorabilia and get ready for a general sweep of sports-dining-related marketing initiatives. We’re thinking dine-in-with-player events, coach cookouts and team-centric restaurant partnerships, on this one.

Five: Football Teams

To push the buck further, actual football teams are expected to stand out, this year. The NFL Experience Driven by Genesis is the Super Bowl’s addition to big-scale parties. Presented through Visa, the event’s sessions will bring player-and-attendee interactions to life. Every year, autograph sessions propel football team walks, bee-powered meet-ups and in-depth player sessions.

So, where’ll you be? As a marketer, a promoter, a PR guru or as a future entrepreneur, it’s your job to attend these events. Give them a whirl, and find out what consumers will navigate to, next. There’s plenty of merchandise, social media access and youth football clinics to go around.

The Roadhouse: How State Farm Tailgates with Style

State Farm initiated its RoadHouse mobile tour, and it was awesome. The brand’s jam-packed initiatives, in the past, have been met with praise. Now, it’s multi-tiered engagement strategy is targeting audiences in the best way possible: Via an all-access, digitized mobile tour.  

This Tiny House Made a Big Impact

State Farm’s physical manifestation of marketing prowess combined both auto insurance and home coverage. The “tiny house,” as it was called, offered real-time activation processes utilizing the #Trouse and #Housegating Twitter prompts. While “small,” the house still made an awesome impact.

Situated on the back of a 15-foot Ford F350 Dually, the tiny house benefited from the grit, glamor and splendor only a pickup truck can provide. Tailgaters, of course, were the target audience. NFL games, every football season, flock to the most energized ride around. This year, it belonged to State Farm.


A Digital Game Day Experience

State Farm’s plan included a portable, digital game day presentation. Any fans who loved their games, had big-screen televisions and prioritized “housegating,” as State Farm called it, could enjoy the splendor from their living rooms. The program, which kicked off on September 11, took place at the Lucas Oil Stadium.


The Remote-Powered House

The tiny house, itself, welcomed consumers via a real front door. Its chimney—yes, digitally triggered—belched smoke from an attached smokestack. The house’s interior features, meanwhile, included a smart TV, a stone-accented wall, a multitude of broadcasts and a variety of sports artifacts.

The house had a backyard, too, which welcomed attendees with a low-pressure, all-fun environment. Corn hole was there, as were fan engagement activities. State Farm promoted its Housegating Playbook, which offered instructions for in-depth game-day experience creation.

This highly unique angle gave event-goers the ability to impact the world. Sure, the 360-degree RoadHouse video feature was cool, but State Farm’s best performance surrounded its hosted media outlets, Facebook Live options and fantasy football fan support.


Engagement on the Digital Forefront

As if that wasn’t enough, State Farm additionally offered live Q&A segments—filmed on-site—to promote lineup changes. Already, the State Farm RoadHouse display has been a big hit on Facebook. It’s garnered over 15,500 consumers, 33.6 thousand Facebook video views and massive applause across Instagram and Twitter.

The program’s outreach is incredible. From an experiential marketing standpoint, few locations are better than a good, old-fashioned outback grill segment. State Farm’s message extends well beyond the game-day experience, too. Now, managers and sponsorships have a tighter grasp upon the State Farm priority. At the end of the day, the fans come first. Check out State Farm’s YouTube video on the RoadHouse’s creation, and stay tuned for more great events.