Dive Brief:
- The first ever Super Bowl to be played in New York City will bring with it some of the biggest and boldest brand marketing the TV event has ever seen.
- For example, beer brand Bud Light has taken over the new, giant Norwegian Cruise Line Norwegian Getaway that will be docked at Pier 88, across the Hudson River from the MetLife Stadium in New Jersey.
- A strip of Broadway will be blocked off and turned into a pedestrian mall, named "Super Bowl Boulevard", where brands like GMC, Bridgestone, Papa John's, Mar's Snickers, and Under Armour will try to out-do each other with marketing activities and events.
Dive Insight:
In NYC, things are often done in a grand fashion — it's part of what is so charming about the city. Brands participating in Super Bowl Boulevard and other promotions around the city are capitalizing on a once-in-a-lifetime opportunity. The biggest problem will be figuring out how they can top this year's ridiculous stunts, like the toboggan run from GMC, in the years that follow.
