Super Bowl Campaign
The Super Bowl Campaign was developed to position Lion & Rose as a destination viewing location through strategic game-day promotions, social-first marketing, and themed food and beverage activations designed to maximize customer participation during one of the largest annual sports events.
The Challenge
Create a game-day campaign capable of increasing Super Bowl attendance, strengthening customer participation, and maximizing food and beverage engagement while maintaining operational efficiency within a high-volume hospitality environment.
The campaign also required developing themed promotions and food concepts that felt unique and engaging without creating excessive logistical complexity or operational disruption.
Strategy
The strategy focused on combining high-visibility promotional offers with game-day-friendly hospitality experiences designed to encourage group participation, increase perceived value, and strengthen customer interaction throughout the event.
The campaign prioritized:
- value-driven hospitality marketing
- operationally efficient promotional concepts
- sports-focused customer engagement
- experiential game-day atmosphere
- social-first promotional visibility
- accessible participation incentives
By integrating themed food and beverage promotions with immersive sports culture branding, the campaign created a more engaging viewing experience while maintaining realistic operational execution.
Creative Direction
The visual direction blended traditional sports bar energy with elevated hospitality branding through high-impact promotional graphics, themed food presentation, and game-day-focused marketing visuals.
The campaign aesthetic emphasized:
- energetic sports culture
- communal viewing experiences
- accessible hospitality marketing
- game-day atmosphere
- promotional visibility
Execution
Campaign execution included:
- Graphic design
- Promotional campaign creation
- Photography direction
- Event planning
- Campaign execution
- Campaign decorating and styling
- Campaign shopping and sourcing
- Social media marketing
- Food and beverage promotional integration
- Hospitality-focused event coordination
The campaign featured:
- 99¢ Miller Lite and Michelob Ultra mugs available throughout the duration of the Super Bowl game
- A game-day food concept transforming existing kids’ chicken tenders into shareable chicken bites paired with house wing sauces
The chicken bites concept was strategically developed by repurposing an existing menu item into a more game-day-friendly offering without requiring additional inventory purchasing, extensive pricing adjustments, or complicated operational logistics.
Results
The Super Bowl Campaign contributed to increased customer traffic, elevated event participation, and stronger engagement surrounding game-day hospitality experiences.
The campaign demonstrated the ability to combine graphic design, hospitality branding, experiential sports marketing, operational problem solving, and campaign execution into a cohesive live-event promotional initiative.
