Publicizing the Biggest Party of Super Bowl Weekend
Challenge
Position the Fanatics Super Bowl Party as the hottest event at Super Bowl LVI in Los Angeles and LVII in Phoenix, highlighting the celebrities, athletes, business leaders and more that come together for a day of top-tier hospitality from Michael Rubin and the Fanatics brand. In doing so, Berk takes a strategic pre, onsite and post-event approach to garner exclusive press coverage and interviews from media across a variety of different verticals and outlets, making it one of the most sought-after red-carpet invitations during Super Bowl week.
During the 2022 and 2023 Super Bowls, the Fanatics Super Bowl Party received exponential media attention and coverage with Berk successfully securing editorial, broadcast, and social earned placements in top-tier outlets.
Insight
Super Bowl is one of the biggest weeks of the year for events and parties – drop the nation's most anticipated annual sporting event in Los Angeles and Phoenix, and double the stakes for a high risk, high reward brand event. To break through the noise of the busy week in a crowded LA market and a smaller, yet saturated Phoenix market, Berk would need to utilize a strategic approach to garner top-tier and widespread media coverage before, during and after the event which would see hundreds of celebrities across a 5-hour red carpet. The goal was to cement the Fanatics Super Bowl party as the hottest event of the week. Additionally, the team secured onsite interviews for Fanatics executives such as Michael Rubin and other VIP talent.
Action
To announce the return of the party as well as the musical acts and notable celebrity attendees, the Berk team disseminated a pre-event media alert which, in addition to garnering coverage, served as a first-round invite for media to attend and cover the red carpet at the event. Following the roll out of initial announcement coverage, the team worked to secure nearly 50 media outlets across still photography, editorial, social, digital and video interviews for the onsite arrival of talent for coverage. Outlets onsite included Access Hollywood, BBC, Billboard, CNN, Extra TV, Getty Images, Good Morning America, People, Complex, Sports Illustrated, The Athletic, The Hollywood Reporter, The New York Times, TMZ, Wire Image and more. Immediately following the event, the team disseminated a media recap to entertainment, sports, lifestyle and general news media with b-roll, photos and a breakdown of the party's happenings.
Impact
900+ earned media placements for over 14.3 billion media impressions across 2022 and 2023 combined
Most attended event of Super Bowl week both years by celebrities and athletes
