Beyond the ad: Inside the 'full-contact' brand experience at the Big Game 

The Big Game is more than a 30-second spot. It’s a full-contact brand experience. Our manager Paige Krikorian was on the ground supporting clients at the Big Game, and she reports that the energy around the event is a marketing force of its own.

 

While the televised ads are the main event for fans at home, a different strategy is unfolding in the host city:

 

1. Social media drives the buzz.

 

From exclusive parties to surprise performances, brands are leveraging talent and creating VIP experiences designed to generate FOMO and dominate social feeds.

 

2. IRL activations demand a “more is more” mindset.

 

Unlike the carefully crafted TV spot, the on-the-ground strategy is about maximizing presence and creating as many memorable moments as possible for media, influencers and fans.

 

It’s a powerful reminder that in 2026, a successful Big Game strategy requires a dual-front approach: both a powerful, targeted ad for the screen and a vibrant, buzz-worthy experience on the ground.