DESIGN DIRECTION + PHOTOGRAPHY
Give football fans the ultimate access at Super Bowl City by creating two spaces featuring everything from prize winning to NFL player appearances.
As title sponsor of Super Bowl City, the interactive theme park fan experience on San Francisco’s Fisherman’s Wharf, Verizon wanted to reinforce its message that Better Matters to NFL fans. To do so, ahead of Super Bowl 50 we created the #Minute50 social initiative. While most of Verizon’s programs are open to all, #Minute50 was specifically geared towards current Verizon customers—only they could win—inspiring envy and desire among non-subscribers.
For two weeks prior to the game, every fiftieth minute of every hour Verizon rewarded customers nationwide with prizes simply for entering. Rewards ranged from free data to signed NFL player merchandise to experiences (like catching passes from New Orleans Saints quarterback Drew Brees) to Super Bowl 50 tickets.
Using a 200-degree, 10’-high, ultra-high definition projection screen, we put fans on a football field in the role of quarterback with mere seconds left on the clock. We utilized Kinect motion sensing to track user movements as they dropped back in the pocket, chose a receiver and let loose a pass to the end zone. Play-by-play commentary by CBS Network’s Greg Gumbel, hyper-realistic crowds, cheerleaders, players and coaches and thundering sound effects all combined to make fans feel like an actual NFL star in a make-or-break situation.
As a memento of their Big Game moment, each user’s experience was recorded, edited and integrated into an NFL Network highlight reel featuring legendary announcer Marshall Faulk. Each fan received their personal video clip via email within minutes of exiting.
To prove why it’s better to be part of the Better Network, we gave real Verizon customers the chance to join their favorite NFL players for unique experiences.
Verizon furthered its Super Bowl experience through video streaming service Go90 which held three free concerts in San Francisco featuring Hunter Hayes, Fall Out Boy and Skrillex. Before and after the shows we surprised dozens of fans with special meet-and-greets with the artists and other special experiences.
Omid Farhang (Chief Creative Officer) // Joe Kantrowitz (Creative Director) // David Chamberlain (Group Creative Director) // Sam Resta (Associate Creative Director) // Michael Costa (Art Director) // Gregory Weber (Copywriter)