Pizza Hut’s Super Bowl activation will include ad wraps on delivery vehicles and football-themed rebranding for some Atlanta-area restaurants (below). Pizza Hut (2)
NFL corporate sponsors are finalizing activation plans for Super Bowl LIII in Atlanta.
Among the league’s new sponsors, Pizza Hut has rebranded some of its stores in Atlanta as “Pizza Hut Hut” and is doing ad wraps on 10 delivery vehicles from fellow NFL corporate sponsor Hyundai. The pizza-maker also is offering merchandise discounts to members of its loyalty programs.
Fellow first-year sponsor Sleep Number hopes to interest fans in its high-end mattresses with “the ultimate bedroom” virtual reality “ride” at the Super Bowl Experience presented by Hyundai. The interactive exhibit, inside the Georgia World Congress Center, will have daily hours through Feb. 2.
Verizon is using the NFL postseason to launch “The team that wouldn’t be here,” a new campaign highlighting first responders, with a series of ads, including a Super Bowl spot. The NFL sponsor is also pushing its frequency/loyalty program Verizon Up with a members lounge within the Molly B’s restaurant at Mercedes-Benz Stadium, where AT&T’s rights normally take precedence. There’s also a two-story Verizon Experience at Centennial Park, touting 5G technology.
Procter & Gamble’s Oil of Olay skin-care brand will have a Super Bowl spot, and is hosting a team of influencers in a Super Bowl suite. P&G’s Old Spice brand will have a two-story installation at the media center, with sampling and player appearances.
Courtyard by Marriott is again providing overnight accommodations in a temporary hotel suite inside Mercedes-Benz Stadium as part of the Ultimate Courtyard Super Bowl LIII Sleepover, which also includes tickets to the game. Instead of using it as a sweepstakes payoff, loyalty members were able to bid on it. The winning bid: 3.2 million loyalty points — the most ever for a member rewards experience.
Pepsi and Bud Light are expected to have the most extensive out-of-home ad campaigns around Atlanta. For the Super Bowl, Gatorade created a limited-time availability “Peach Blitz” flavor, with Super Bowl logos, to be sold only in Georgia.
Anheuser-Busch InBev has an astounding 5.5 minutes of Super Bowl advertising supporting its Budweiser, Bud Light, Michelob Ultra, Stella Artois and Bon & Viv Spiked Seltzer brands. On the ground, it has gone largely with business-to-business marketing efforts at recent Super Bowls, but with Bud Light’s title sponsorship of On Location’s Super Bowl Music Festival at State Farm Arena, it has again targeted consumers. Still, the brewer is hosting more than 600 retail customers and will again convert a hostelry (The American Hotel, next to Centennial Park) into another Bud Light Hotel.
