Launching today and running until 1 February, the NFL beer sponsor is creating a giant party house in Phoenix, Arizona, as part of its wider #UpForWhatever campaign. Agency Weber Shandwick is working with Bud Light to transform the Hotel Palomar Phoenix at CityScape into a brand entertainment venue featuring fully-immersive parties and unique activities, as well as performances from acts geared towards a millennial crowd, including DJ Steve Aoki.
Directv Super Fan Festival
Calvin Harris, Snoop Dogg, Imagine Dragons and Zac Brown Band are among the star-studded line-up for this event, taking place this week (28-30 January) at Pendergast Family Farm in Glendale, just minutes away from the University of Phoenix Stadium where the Super Bowl is being hosted.
Aside from the 12 concerts taking place across the three days, the brand is also hosting its Directv Super Saturday Night, described as a private, invitation-only event that has become known as the crown jewel of Super Bowl parties.
National Bank of Arizona’s Grand Canyon Experience
Animal Planet's Puppy Bowl Cafe
Without a doubt the cutest brand activation you will see at this year’s annual American football tournament, Animal Planet will be showcasing live puppies on a scaled-down football pitch between 29 January and 1 February. The café will also offer food, drink and adoptable puppies.
In the lead up to the Super Bowl, Animal Planet also teamed up with taxi service Uber to deliver puppies to the doors of consumers as part of its Puppy Bowl. The 15-minute furry service was priced at $30, but all proceeds went back into animal organisations across the ten cities where the brand activation took place.
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