Why spend $7 million for a 30-second Super Bowl spot when you can get just as much buzz—and way more bang for your buck—by skirting the live broadcast?

Many brands this year are forgoing the traditional Super Bowl ad buy and taking their shows on the road with experiential activations around the Big Game that grab attention without the hefty price tag.

Experiences, parties, stunts, and more are all in store around the Superdome in New Orleans the weekend leading up to Feb. 9. Some are extensions of in-game spots by brands looking to get the most out of their investments, while others are seeking to capitalize on the attention around the Big Game.

ADWEEK has compiled this year’s biggest and boldest Super Bowl-adjacent stunts, from celebrity-hosted parties to NOLA-themed food festivals. Check back for updates as more campaigns are revealed.

Pepsi

In line with its “Food Deserves Pepsi” campaign, Pepsi is hosting a food-filled festival to celebrate Super Bowl weekend. From Feb. 7 to 8, the soda brand will take over Woldenberg Riverfront Park to serve up New Orleans’ best food, music, and culture at the Pepsi NOLA Eats Fest, featuring Drips by Pepsi products. Fans can get a taste of classic NOLA flavors and see Action Bronson, Mannie Fresh, restaurateur Larry Morrow, local jazz and brass legends, and more in person.

The fun kicks off on Friday, Feb. 7 with the Pepsi Super Bowl Boil, where two of the city’s favorite seafood boil restaurants will battle for the champion title in a tailgate-style showdown. Fans can visit PepsiSuperBowlBoil.com to vote for their favorite local spots to compete.

Perdue

Perdue has enlisted comedian and improviser Wayne Brady do his own thing while promoting its Air Fryer Ready Crispy Wings during the game. Brady, the star of the show “Winging It,” will take to Instagram during the game to share songs, jokes, sketches, and whatever else pops into his brain during the four quarters.

A series of teasers gives potential viewers a sense of what to expect.

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