It’s not only Fox that is leveraging Sunday’s Super Bowl game across multiple marketing platforms.
After two years of recession-induced cutbacks, international brands, local luminaries, and even competing media outlets are once again seizing the chance to reach celebrity talent, representatives, and the jet-set that’s landing in icy Dallas.
Here’s a rundown by category:
The Hometown Moguls:
Dallas Cowboys owner Jerry Jones (pictured right with Mark Cuban) hosts his fellow NFL owners for dinner on Thursday night at Cowboys Stadium. Who to expect: The Billionaire Boys Club.
Dallas Mavericks owner Cuban throws a bash for his HDNet on Saturday night, an initial foray in to Super Bowl parties. When Usher isn’t performing, Samantha Ronson will be spinning the tunes. Who to expect: Maybe you. Cuban is giving away a pair of tickets on HDNet’s facebook page.
The VIP Rooms:
Away from the downtown fray, the Audi Forum Dallas celebrates the big game in an architectural landmark estate. Who to Expect: Demi Moore, Ashton Kutcher, and Kellan Lutz shuttling around town in the trademark vehicles on their way to a cocktail party there on Friday night. An even more exclusive seated dinner party on Saturday.
The luxury vodka that’s behind the bar at all the major award shows continues a week-long series of events at a pop-up lounge with a panel of hosts spanning music, sports, and entertainment. They kicked off early on Tuesday with Fox NFL Sunday personality Curt Menefee, a benefit for St. Jude Children’s Research Hospital. Who to expect this weekend: Soirees hosted by Jeremy Piven, Erykah Badu, and Terrell Owens.
The Competing Male Media:
SPORTS ILLUSTRATED & BACARDI
Halftime performers the Black Eyed Peas (pictured left) host a party with Bacardi at the Tower Building in Fair Park east of downtown, but organizers insist they won’t perform as a group. Will.i.am will spin tunes and Dipdive.com will stream the event live.
Hugh Hefner’s struggling brand tries to reclaim its mojo as the former hottest ticket during Super Bowl weekend with a bash at the Bud Light hotel downtown on Friday night. Who to Expect: Snoop Dogg, Flo Rida, and lots of bunny ears.
MAXIM & MOTOROLA
On the grounds of the Texas State Fair in Fair Park, the longtime heir-apparent to Playboy (as both a magazine and a party) partners with Motorola for a 1,500 person carnival on Saturday night. Similar to the popular “Neon Carnival” that A|X and 944 hosted at last year’s Coachella, the difference here is 60 degrees in the wrong direction on the thermometer. Motorola is pushing their just launched 10-inch tablet the “Xoom” through the party and an on-air advertisement. Who to expect to see walking off with the new hardware: “Jersey Shore” cast members and NFL players who didn’t make the big game.
Marc Lotenberg’s fashion, entertainment and lifestyle magazine with localized editions in jet-set markets brings L.A. favorite Michelle Pesce to spin for a Friday night party at the Joule Hotel. "Super Bowl ripple-effect marketing has changed over the years, but after you weed through the garbage, you find some great events that focus on curating a quality guest list. After all, the people make the party ... the rest is just smoke and mirrors," says the 944 founder and president.
Kari Feinstein’s Style Lounge at the W is doling out DirecTV and Rockports, Conair hair products, Express wardrobe, and Blackberry Sprint with Miami Marketing Group at the Belmont, and a Sophia Vergara fronted effort takes over the Rosewood Crescent Hotel.
The Mass Marketers:
BUD LIGHT HOTEL
The St. Louis-based king of beers takes over an entire 193-room hotel in downtown Dallas from Thursday through Sunday. Each night, 3,500 guests will see concerts. Who to see on stage: The Fray, Life House, Nelly, Ke$ha, and a final post-game night of country with Dierks Bentley.
Over at the Belmont Hotel, the GMC throws up a “Tailgate Tent” for a Texas BBQ and live entertainment, amidst more hospitality and gifting suites on Friday and Saturday afternoons.
Be advised, all of these events are invite only. With plenty of out-of-work football players to guard the doors, you’ll need fancy footwork or major sponsorship to get inside.