Chris Shigas sits down for a Q&A with FWV’s Jack Glasure:
CS. What did FWV do in Miami during the Super Bowl?
JG. FWV attends a number of large-scale events each year to activate fans and showcase our clients. Our first Super Bowl presence was back in the mid 90s. Since then, the Super Bowl has become an important service to our clients every year. This year in Miami, we drove a special event trailer from our Tampa office 30 days before the big game. We established a central location for our mobile office and client hospitality center.
CS. Which clients were you promoting at the Super Bowl?
JG. To name a few: we met with Hall of Fame Quarterback Jim Kelly and worked on his Hunter’s Hope Foundation. We participated in the NFL Celebrity Fishing Classic with Nick Schuyler whose book is being published by Harper Collins. We also served Melitta coffee and met with a prospective client looking to launch a national magazine.
CS. What brands did a good job with guerilla marketing at the Super Bowl?
JG. Tide had a clothesline running down Ocean Boulevard with interesting laundry attached and samples of the brand’s detergent. Pepsi distributed credentials. If you were spotted wearing the credentials, you had an opportunity to win prizes such as concert tickets and VIP party invitations.
Best of all was Bud Light. They rebranded an entire hotel on Collins Avenue as the Bud Light Hotel complete with façade, signage and lighting. They leveraged their investment by allowing key accounts to host parties at the hotel. For example, Hooters restaurant chain hosted their event at the Bud Light Hotel, as did Maxim Magazine and several other well-known brands.
CS. Any thoughts for someone interested in Super Bowl marketing next year?
JG. Arrive early. It will lower your costs as the final weekend approaches. Build relationships with concierges, doormen and service providers in advance for your celebrities and clients. It is also really important to get an early lay of the land and know where to park.
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