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SBD/18/Sponsorships Advertising Marketing
A LOOK AT THE "NFL EXPERIENCE"
Published January 18, 1995
In this week's AD AGE, Jeff Jensen profiles "NFL Experience," one of the league's promotional tools. Jensen notes that it is "ideally tailored for product sampling, brand exposure and promotional sales pitches." For the Super Bowl, the park will spread 750,000 square feet of the parking lot at Joe Robbie Stadium. The attraction will operate from January 26-29. The park has 75 NFL players and more than 50 corporate-sponsored exhibits, attractions and interactive games. Title sponsors Coca-Cola and American Express are paying close to a $1M each for vast, "highly integrated involvements." Classic Games, Foot Locker, Miller Lite and Frito Lay's Wavy Lays are associate sponsors. Jensen notes that Coca-Cola will use the "NFL Experience" as a "key weapon" in its Super Bowl themed advertising "assault" (AD AGE, 1/16 issue). Coca-Cola is sponsoring "Coca-Cola Big TV." Aired during the 25 hours of Coca-Cola's Super Bowl Weekend on TNT, the company will sponsor hourly updates from South FL. The live and taped remotes will feature different Super Bowl related-events and behind-the-scenes footage of Miami sights (Coca-Cola).