February 2020 saw us jetting off to Miami’s Super Bowl frenzy, tasked with executing brand activations across the city. Brew ‘N’ Motion, a marketing agency, commissioned us for Bud Light’s project.
Beyond the Gridiron: Quantifying Brand Activations’ Impact
For football fans, the Super Bowl is the pinnacle of excitement. But for event planners and marketing teams, the work begins months prior, extending long after with performance analysis. While measuring brand awareness and customer loyalty seems tricky, brand activations offer a hands-on, memorable approach
If you’re not sure what brand activations are, then check out my blog post on brand activations and why it shouldn’t be overlooked. Essentially, it’s about promoting brand awareness in a hands-on, fun and memorable way. That’s where Airbrush Events comes into play.
A Multi-Branded Miami Adventure
Four Airbrush Events artists tackled three projects for Bud Light, Visa, and Adidas. While Yariel chilled poolside creating temporary tattoos for Visa and Maris enjoyed painting at an Adidas-sponsored school field, Nick and I faced a demanding Bud Light schedule.
Hitting the Road (and Running Late!)
Our Bud Light activation differed from usual events. To promote the brand and build relationships with bars and restaurants, we visited numerous Miami locations daily. Each stop involved setting up, working for an hour, then moving on. We aimed to personalize 15 footballs and 20 helmets per location, leaving one for the bar/restaurant.
Super Bowl traffic threw a wrench in our plans, causing parking delays. Despite this, we ensured each location received its full hour, and thankfully, business owners were understanding.
Personalized Gifts, Delighted Fans
Nick and I split tasks, with him painting helmets and me airbrushing footballs. Each gift featured the Super Bowl or Bud Light logo, personalization, and a Miami-themed design. Brand ambassadors, dressed as cheerleaders, greeted guests, took orders, and hyped the brand while they waited.
The gifts proved immensely popular. Andrea, my fantastic assistant, had to stop taking orders after just 15 minutes at each location, leaving some disappointed guests. However, this highlights the activation’s success – next time, they’ll be sure to arrive early!
Helmets & Paint Pens: A Practical Choice
The non-porous helmets called for paint pens, similar to our Webroot water bottle project. While airbrushing was an option, it required extensive prep work, sanding, painting, and clear coating. Fumes and drying times made paint pens the clear winner.
Mission Accomplished, Despite the Rush
Despite the Super Bowl traffic hurdles, we delivered a successful, albeit hectic, five days. Packing up an hour before kickoff, we headed home exhausted but satisfied with a job well done.
Ready to ditch the boring promos and create brand memories that last? Let Airbrush Events show you how! Get in touch!