These Brands Let the Good Times Roll at the Super Bowl

February 11, 2025

The Super Bowl is the advertising industry’s Super Bowl. And while television gets all the attention, the truly savvy brands used out of home to kick off their campaigns, intercept impressions, and score big with consumers.

Here are a few of our favorite examples of brands embracing the Prime for a Time proximity marketing strategy by using OOH in New Orleans to make themselves part of the story, part of the experience, and part of the fun.

Let’s start inside the clean zone – the area immediately adjacent to the stadium where the NFL only allows official partners of the league to advertise. Those sponsorships bestow the gift of exclusivity, and brands took full advantage with these massive building wraps, executed in partnership with our friends at bluemedia.


The NFL host committee had projected that Super Bowl LIX would draw 125,000 visitors, many of whom stayed in the 25,000 hotel rooms in immediate vicinity of the Caesars Superdome. That thick density of fans represented a massive audience for clean zone advertisers like Bud Light, whose presence made them an unforgettable part of the visual fabric.


If you’re looking for the biggest canvas in the Big Easy for the Big Game, look no further than this multi-façade Verizon ad. It measures 132,000 square feet – that’s more than double the size of a football field. Spanning all five faces of the building and towering 320 feet over the foot of Canal Street, yes, Verizon, we can definitely hear you now!


Caitlyn Reisgen/Jefferson Parish Sheriff's Office
Perhaps the only thing more astonishing than these larger-than-life canvases is what a Super Bowl TV commercial costs these days – a reported $8 million. That’s up $500k year over year and 88% since 2015 (SOURCE: USA Today/Ad Age). Almost makes eggs look like a bargain.


To get more ROI out of those big national TV buys, brands like Mountain Dew and Uber Eats added out of home in New Orleans itself right next door on the side of the Smoothie King Center, where the NBA’s Pelicans play. It’s a one-two punch: first, it delivered the brand’s message with added contextual relevance for those attending the game in person, not just those watching at home. Second, those brands caught a few extra impressions during the broadcast’s exterior stadium shots. And by a few, we actually mean a lot – after all, a record 126 million people watched this year (SOURCE: The Hollywood Reporter). To put that in perspective, the only event in American history with more viewers was the moon landing in 1969 (SOURCE: Sports Business Journal)!


This year’s Super Bowl broadcast made history in another way. For the first time, viewers could watch it via a free ad-supported streaming television (FAST) provider. Tubi’s rise has been something to behold, going from introducing itself to Super Bowl viewers via a viral stunt TV spot to actually broadcasting the Big Game in just two years.


And speaking of viral stunts, FanDuel brought its Kick of Destiny campaign back for the third year, this time upgrading from a single solitary Gronk to two brothers Manning for a giveaway where fans shared in a $10 million bonus bet prize pool.

High-profile placements at top-tier events give brands an (out of) home field advantage. Want to get it for yourself? Let’s talk about it.

Author: Jay Fenster, Marketing Manager @ OUTFRONT

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