In Las Vegas, they’re getting ready to fill one of the biggest containers in the area with virtual gallons of Bud Light.
On Monday, the popular Anheuser-Busch beer will fill the outdoor walls of Sphere, the new immersive arena that doubles as a massive billboard, with a new video that could make viewers think they are getting an intimate tour of the inside of a full bottle of Bud Light.
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“It’s an immersive experience with really rich storytelling,” says Todd Allen, senior vice president of marketing for Bud Light, that will be seen starting February 5 straight through to Super Bowl LVIII.
Many top marketers try to add to their Super Bowl advertising efforts by staging elaborate events around the city hosting the event, but in 2024, many of them seem to be trying to raise things by several notches. PepsiCo, for example, another one of the most stalwart of Super Bowl advertisers, is taking a title sponsorship in Guy Fieri’s Flavortown Tailgate, a party organized by the celebrity chef that will be held just minutes away from Las Vegas’ Allegiant Stadium, the site of the game. Budweiser, also part of the Anheuser-Busch stable, is dispatching its popular Clydesdales to deliver actual beer around the area.
“I think Vegas brings another level,” says Allen. On February 9, Bud Light will stage a concert with Zach Bryan and Leon Bridges in an intimate 3,000-person venue, while Michelob Ultra will on February 10 host a golf event with performances by Lil Wayne, T-Pain and Alesso.
Others are also getting in on the Las Vegas ground game ahead of the NFL’s annual extravaganza. On February 7, Lance Bass will host a Super Bowl event sponsored by GLAAD and Smirnoff, with guests including VINCINT. Carl Nassib and Ryan Mitchell. Meanwhile, Rob Gronkowski hosts a “Gronk Beach” party at Las Vegas’ Encore Beach Club on February 10.
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