A look at what events the sponsors are throwing before and after the big game
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.