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.