Pepsi, Nickelodeon and M&M’s are among the companies helping fans gear up for Super Bowl XLVIII this weekend with activations and special programming taking place as New York and New Jersey ready for their first NFL championship game.
Pepsi, sponsor of the Super Bowl XLVIII Halftime Show, is planning a range of brand activations throughout the weekend including live events in New York City’s Bryant Park and at Super Bowl Boulevard in Times Square, contests and a 40-foot Pepsi sculpture.
The PepCity Celebration at Bryant Park PepsiCo takes place now through Saturday and features live performances dedicated to Broadway, art, sports and culture, complimentary food and beverage tastings created by local celebrity chefs and music performances from artists including Austin Mahone and Ziggy Marley in the evenings.
Pepsi is also present on Super Bowl Boulevard in Times Square through to game day, offering fans the chance to take a photo capturing what it's like to run out of the tunnel and onto the field and record a video with musical props on the stage of the Pepsi Super Bowl Halftime Show.
Finally, the Pepsi app will let users sign up to win a "halftime anytime” experience, which will see some consumers who aren’t at the game greeted at their location with fun surprises including music, a marching band and cheerleaders.
Nickelodeon and the National Football League have teamed up to give kids their own Super Bowl experience with behind-the-scenes access to the performances and games, as well as themed content.
"The Super Bowl is annually the most watched show of the year among kids," says Peter O'Reilly, vice president, fan strategy and marketing, NFL. "We are excited to build upon our great, year-round partnership with Nickelodeon to give kids a unique, behind-the-scenes look at all the fun and festivities of Super Bowl week."
Super Bowl-themed content began rolling out across Nickelodeon, TeenNick, Nicktoons and the NickMom programming block on Nick Jr., as well as on the channels' websites and the “Nick App,” Thursday.
The content includes a Super Bowl-themed episode of “NFL Rush Zone,” a football-themed season two premiere of “Take Me To Your Mother,” the special “TeenNick Top 10: Super Bowl Party Playlist,” hosted by Nick Cannon and New York Giants wide receiver Victor Cruz and “Nickelodeon All Access Pass to Super Bowl XLVIII,” a pre-game special on Nicktoons hosted by Pick Boy, who will also serve as a correspondent in daily vignettes giving fans the inside scoop on pre-Super Bowl celebrations.
Pick Boy will report daily from Super Bowl Boulevard and will also serve as Nick's on-the-ground correspondent during Nickelodeon's Super Bowl-themed content.
Finally, the Red M&M has launched a job search following his replacement by Yellow as spokescandy in the brand’s Super Bowl commercial. Red has announced his availability to star in any other company’s game day commercial and posted his resume online.
“I'm not taking this slight sitting down, which is why I'm bringing my great taste and irresistibility to any other company that wants me in its commercial,” says Red. “Tax software, foreign cars, Internet domain providers–if you make it, I can pitch it. I'm prepared to work with horses, villains or even models, definitely models. If you're making a big game ad, I'm game.”