Exploring The Event Activations That Took Place During Super Bowl LVIII

Super Bowl LVIII took place over the weekend, and brands as well as fans flooded Las Vegas with tailgate parties and social activations.

When it comes to Super Bowl week, it was a great time for brands to engage with its customers by hosting tailgate parties and social events. According to the brands and attendees we spoke with, these events provide brands with an opportunity to present their products and generate excitement for them. As part of our Super Bowl weekend experience, we attended many tailgate parties and social events to find out what brands wanted to do to reach out to more than just football fans as well as the game itself.

To kick off Big Game weekend in Las Vegas, TUMS hosted the TUMS Prop Bites Food Casino, where fans were invited to participate in food-themed casino games for the chance to win exclusive merchandise and TUMS products. Amy Sharon, the Brand Director at TUMS, highlights the company’s engagement with consumers during the Big Game over the past four years, recognizing it as a culturally significant moment centered around food. As part of TUMS’ commitment to consumer satisfaction, fans were offered fast-acting heartburn relief to enhance their enjoyment of the Big Game while indulging in their favorite gameday foods.

“The event, which featured an appearance by comedian and TUMS spokesperson Desus Nice, was a huge success in turnout and engagement,” she said. “Notably, this was the brand’s first time activating in person around the Big Game and we look forward to continuing to engage with consumers in creative ways to help them enjoy their Big Game food spread without the heartburn.”

As part of the Super Bowl in Las Vegas, Frito-Lay’s Tostitos brand participated. A local restaurant in Minnesota was transformed into a four-course dining experience themed around Tostitos in a partnership with Minnesota Vikings quarterback Kirk Cousins, which was previously reported by AdBuzzDaily.

The event offered a chef’s table experience, allowing select attendees to engage directly with the brand’s culinary professionals. Among the menu items were Thai corn fried shrimp and barbacoa arepas, and various dishes were prepared with Frito-Lay ingredients. It is notable that one lucky fan had a unique dining experience with Cousins, in which the chef prepared and served their meal to a high standard.

As of this writing, Frito-Lay has not responded to an inquiry for comment.

The Players Tailgate, renowned as the premier event on Super Bowl Sunday, has consistently held its position as the #1 VIP tailgate experience for the past 10 years. This exclusive event promises an all-inclusive package featuring a plethora of amenities including gourmet food and beverages, live music, celebrity interviews, interactive games, and exciting prize giveaways.

“Nothing says tailgates like Ortega and America’s No. 1 taco sauce, along with Ortega’s signature taco shells and mouth-watering seasoning. There is no bigger stage for our products than The Players Tailgate Hosted by Bobby Flay. Being a Bullseye Event Group partner enabled us to feed and engage with thousands of football fans on Sunday in Las Vegas, as we helped to elevate their experience at the Super Bowl,” said Chris Kirwin, Director of Brand Strategy and Marketing, B&G Foods.

Attendees had the opportunity to mingle with current NFL stars while indulging in elevated pre-game cuisine crafted by renowned chefs such as Host Chef and TV personality Bobby Flay, alongside Culinary Director Aaron May and 15 other esteemed culinary professionals. With guest-emcee Sage Steele and music provided by DJ Irie, the atmosphere is further enhanced, creating an unforgettable experience for attendees. Notably, The Players Tailgate also boasts the presence of more than 50 current NFL stars, adding to the event’s allure.

As a result of its convenient location near Allegiant Stadium, The Players Tailgate was easy to access for all attendees without requiring Super Bowl tickets. In addition, the event included activations from prominent brands such as Bodyarmor, Ortega, Smirnoff, and D’Usse and amenities such as pickleball courts, which further enhanced guests’ overall experience as the sport is becoming more popular among brands and marketers.

“We seamlessly integrate brands into our events by creating bespoke menu items and delivering world-class partnership marketing opportunities with our incomparable lineup of active NFL players, influencers, and celebrity chefs,” said Kyle Kinnett, Founder and CEO, Bullseye Event Group.