NFL player fist bumps with fan at experiential activation
WORK / 2017 NFL EXPERIENCE

2017 NFL Experience Presented by Genesis

THE CHALLENGE
Introduce the all-new Genesis luxury automotive brand to NFL fans in a bold and premium way at the NFL’s biggest show – Super Bowl LI in Houston, TX.
Genesis event booth display
THE IDEA
First, leveraging the brand’s position as Official Luxury Automobile of the NFL, we acquired “presenting sponsorship” of the NFL Experience, a nine-day, ticketed fan fest event that takes place in the Super Bowl host city, leading up to the Big Game. As the presenting sponsor, Genesis was provided a huge 120′ X 90′ space to tell their brand story, showcase their cars, and provide fans with additional reasons to see their products up close – by bringing out some of the game’s biggest stars! The space, featuring three Genesis vehicles, including a hot concept car, was designed with premium finishes and materials, aligning with those used in the vehicles. Product Specialists were on hand to educate fans about the vehicles. To attract attention and entertain fans, we partnered with fellow sponsor Sirius XM® for three days of live remote broadcasts in the Genesis space. And we topped it off with autograph signings from 28 current and former NFL players, including a photo opp.
Genesis vehicle displayed at experiential marketing event
THE RESULTS
After nine days of making memories with football greats, Genesis was able to engage with over 175,000 fans, generating over 34,000 social media impressions! Brand surveys were conducted on site, providing gift cards to those who participated, leading to 5,511 hand-raisers for the Genesis marketing panel and almost 500 direct dealer leads.
Brand ambassadors stand behind event registration desk
NFL autographed helmets sit in front of Genesis branded backdrop
Fans take selfie photo with NFL player at event
NFL player signs autographs at Genesis experiential activation

The space, featuring three Genesis vehicles, including a hot concept car, was designed with premium finishes and materials, aligning with those used in the vehicles.

Fans line up at Genesis NFL experiential marketing activation
Consumers enter information at Genesis event activation
Genesis Ride and Drive 2017
NFL fan interviewed at event activation
Genesis and SiriusXM partner
Genesis event marketing exhibit