Super Bowl Activations: Our Approach
Beyond the game, beyond the commercials.
The Super Bowl is often talked about as the pinnacle of brand marketing. Most people think of commercials first. But for brands on the ground, the real impact often happens long before kickoff and far beyond the stadium.
Experiential marketing at the Super Bowl is not about one big moment. It is about a week-long ecosystem of experiences designed to meet fans, athletes, creators, and media where they already are.
What Super Bowl Experiential Actually Looks Like for Us
Super Bowl experiential doesn’t start on game day. And for us, it never has.
Our work lives in the months, weeks, and days leading up to kickoff. From initial ideas and concepts to full fabrications, we design experiences that carry momentum, not one-off moments. We design for momentum, not one-off moments. The goal isn’t just being seen, it's being present in a way that feels intentional and unavoidable, without ever feeling forced.
Hospitality > Hype
From the first conversation, our priority is hospitality, both for our clients and for the people they are bringing into the experience. When comfort, care, and connection lead the strategy, everything else falls into place.
By putting the attendee experience first from start to finish, we create the conditions for meaningful relationships to form. Time and again, we see that this approach outperforms raw impressions, especially at this scale.
Culture is King
Super Bowl week is a collision of sport, music, fashion, and entertainment. Our role is never to manufacture culture, but to enter it with respect, relevance, and intention. Capturing the essence of the host city is critical. It gives brands real cultural currency while creating space for local audiences to feel seen, respected, and proud of where they are from.
Last year in New Orleans, we partnered with Nike and City Gear to bring The Big Sneak Easy to life as a true celebration of the city itself. By bringing together local artists, influencers, and Louisiana native Tyjae Spears, running back for the Tennessee Titans, we created an experience that honored New Orleans culture rather than borrowing from it. The moment worked because it felt real, local, and human, delivering value for both the brand and the community it was engaging.
Experiences Should Live Beyond the Week.
Every activation we produce is also a content engine. From the earliest planning stages, we design with capture in mind, from behind-the-scenes moments to real-time creator content and short-form video built to travel far beyond the host city. Content is not an afterthought. It is integrated into the experience itself.
Just as importantly, we make it easy for attendees to create and share their own content. Thoughtful design, intuitive touchpoints, and shareable moments empower guests to amplify the brand organically, extending the media footprint through authentic, first-person storytelling. The experience becomes the story, and the content gives it life well beyond the moment it happens.
Are We Activating This Year? YUP
At Tara Wilson Agency, we see Super Bowl experiential as a true test of intention. The brands that win are not always the loudest. They are the most focused. They know who they are building for, what they want people to feel, and how each moment fits into a larger brand strategy.
This year, our team is actively gearing up to bring a bigger and better experience to the city of San Francisco for Super Bowl LX. We'll share more soon but, just so you know, this is going to be good.
We're so excited to show you what real connection looks like in action.
The Super Bowl is not just one night. It is an opportunity to show up across a city, across culture, and across moments that matter.
When experiential marketing is done right during Super Bowl week, it does more than create buzz. It builds trust, relationships, and lasting brand equity.