Super Bowl 59: These Brands Are Capturing Buzz off the Field

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.

Booking.com

Travel booking site Booking.com is extending its Super Bowl ad spot into the physical world by offering a few lucky bookers an opportunity to ride around in the legendary Madden Cruiser.

The Madden Cruiser, a custom Greyhound bus once used by football legend John Madden to travel the country, has been revered by fans for decades. Booking.com is making this vintage time capsule bookable for a curated VIP weekend that blends New Orleans culture with exclusive activities. You can book a special package for $19.87 to mark the year Madden started riding in the bus.

EA Sports

EA Sports is hosting a New Orleans-themed party on Friday, Feb. 7, EA Sports Presents Madden Bowl at the Orpheum Theater. Headlined by Chris Stapleton and Jelly Roll, with a set by Shaboozey, the event will also introduce rising country star Tucker Wetmore. Immediately following the event, EA host an exclusive Sports 99 Club after party.

Captain Morgan

Bourbon Street will transform into Rum Street on Feb. 8 for football’s biggest weekend, courtesy of Captain Morgan. Music star T-Pain will headline a party that night, and there will be merch drops on and plenty of prizes to win.

Barefoot Wines

Taylor Swift’s beau is back in the Super Bowl, so Barefoot Wines is betting women will be watching. The wine brand is promoting several opportunities to interact with celebrities and influencers through initiatives including the Barefoot Bandwagon Box, Super Bowl hosting tips from Donna Kelce, and game day experiences with Simone Biles. Barefoot Wines is also partnering with creator Allison Kuch to offer fans behind-the-scenes content from the game.

Check back for more updates.