Client Objective: Becoming Everyone’s Wingman Bounty’s vision for Super Bowl Radio.

Row was to create a high-energy, interactive space that embodied their “Bounty is Your Wingman” campaign. Recognizing that enjoying messy game-day wings perfectly illustrates the need for a reliable clean-up partner, Bounty wanted to build an environment where athletes, media, and attendees could experience this firsthand. Their objective was to create a memorable brand activation that facilitated content creation, encouraged playful interaction, and highlighted Bounty’s practicality in a fun, engaging way amidst the excitement of Super Bowl week. Bounty aimed to be a standout presence through an innovative experiential exhibit.

Strategic Planning and Design Adaptation: Collaborative Vision to Tangible Experience.

Two Eighteen worked in close partnership with Hovercraft to refine the concept and translate it into a functional and exciting design for Radio Row. This involved careful planning to ensure the activation maximized engagement within the event footprint while meeting all technical and spatial requirements. Our collaborative approach focused on creating an immersive brand experience that would resonate with a diverse audience and achieve Bounty’s marketing goals.

Engineering and Fabrication for an Interactive Environment.

Two Eighteen’s expertise in custom exhibit fabrication was essential in bringing Bounty’s ambitious vision to life. Our engineering and production teams meticulously planned and constructed the complex elements of the activation. This detailed approach ensured the structural integrity of the multi-story build and the seamless integration of all interactive components, crucial for a successful experiential marketing activation. This capability is a hallmark of experienced experiential marketing agencies.

Execution: Building an Immersive Brand Playground.

  • Multi-Story Custom Structure: The centerpiece was a custom-built, two-story structure designed for both functionality and visual impact. This included private soundproof rooms for podcasts and interviews, a comfortable lounge area, and a commentator desk, providing essential infrastructure for media engagement.
  • Interactive Football Challenge: We created a miniature football field, featuring custom branded turf and a custom interactive display: a football target with integrated sensors. Hits were tracked and displayed on a built-in LED scoreboard, turning a simple game into a competitive and brand-relevant activity that showcased Bounty’s “wingman” role with messy wings.
  • Reactive LED Wall Experience: A separate wing-serving area featured a reactive LED wall. This innovative tech integration added fun, Bounty-themed digital elements to guests as they approached, creating an unexpected and shareable moment that reinforced the brand association with cleaning up messes.
  • Hidden “Locke” Doors: Adding an element of intrigue and surprise, one of the private rooms featured hidden “locke” doors, providing a unique and memorable entry point that added to the playful nature of the experiential activation.

Results: Engaging Audiences and Amplifying the Message.

The Bounty experiential activation at Super Bowl Radio Row successfully captivated attendees, providing a highly engaging environment that facilitated significant content creation and brand interaction. The combination of functional spaces and interactive elements ensured a constant flow of activity and positive brand association.

  • Enhanced Brand Engagement. The immersive and interactive nature of the activation encouraged attendees to spend more time in the space, leading to deeper engagement with the Bounty brand message in a relevant context (enjoying wings).
  • Increased Content Creation. The dedicated interview rooms, commentator desk, and unique interactive elements provided ample opportunities for media and athletes to create compelling content, naturally integrating Bounty into their coverage.
  • Memorable Brand Experience. The fun, surprising, and interactive components, from the hidden doors to the reactive LED wall and football challenge, created a lasting positive impression of the Bounty brand.
  • Positive Association. By directly linking the enjoyment of messy wings with the ease of clean-up provided by Bounty through interactive demonstration, the activation effectively reinforced the “Bounty is Your Wingman” message.

Key Services Provided.

Two Eighteen’s comprehensive services were crucial in delivering this complex experiential activation:

  • Engineering: Ensuring the structural integrity and safety of the large, two-story custom exhibit.
  • Account and Project Management: Providing seamless coordination and execution of the entire brand activation project.
  • Graphic Design and Production: Creating all branded visuals and signage for a cohesive look and feel throughout the experiential space.
  • Exhibit Rentals: Supplying necessary rental components to complement the custom fabrication.
  • Custom Millwork Fabrication: Crafting bespoke wooden elements for the structure, lounge, and interactive features.
  • Custom Metal Fabrication: Building the metal framework and supports for the two-story structure and the football field setup.
  • Tech Integration: Implementing the interactive sensors and the reactive LED wall technology.
  • Onsite Management: Providing expert supervision and support throughout the Super Bowl week event activation.
  • Installation: Handling the complete setup of the intricate two-story structure and all experiential elements at Radio Row.

Two Eighteen’s ability to blend strategic design, expert fabrication, and innovative technology resulted in a highly successful and engaging experiential marketing activation for Bounty at Super Bowl Radio Row, solidifying their position as a leading experiential marketing agency. Explore our experiential marketing services to discover how we can elevate your next brand activation: Experiential Services.