Synergy Events, Reebok Team up for Super Bowl Media Event, Activation
Posted by Keith Green on Mon, Feb 14, 2011
The sports sponsorship activation programs and experiential events we execute at Synergy Events are always fun for our team since most of us are die-hard sports fans.
Since the calendar has flipped to 2011, we've been on the ground at the NHL Winter Classic and the Super Bowl. (By the way, who would have thought that weather-wise, the Super Bowl in Dallas was much more fitting for the NHL Winter Classic than Pittsburgh on New Year's Day?).
But I digress. The Reebok Zig Tech experience at Super Bowl XLV was designed to promote the shoe and be the hub for the company's activity, including a star-studded media event on the Friday before the "Big Game."
Located directly across from the media center, the fully-branded 50'X100' experience also served as the headquarters for hospitality (including a pre-game brunch) and meeting space for VIP's, clients, partners and friends of the brand.
But the main attraction was Cowboy Up!, a media event concepted by Reebok and M&C Saatchi, which featured Reebok NFL athletes Peyton and Eli Manning, (along with their father, Archie) Chad Ochocinco, DeMarcus Ware and MMA Legend Randy Couture. The event was hosted by Reebok's newest spokesperson, ESPN broadcaster Erin Andrews, and nine-time World Champion and rodeo athlete Ty Murray.
With Couture on a mechanical bull and more than 90 media members in attendance, Eli Manning and Ware powered the mechanical bull by swinging training ropes in front of them as quickly as possible. The faster they swung the ropes, the harder the bull "bucked."
Similarly, Ochocinco and Peyton Manning ran a treadmill to power the bull. Both times, Couture lasted about 30 seconds before being thrown from the bull.
After the PR event was over, the athletes and hosts were available for media interviews and photo opportunities.
"This was a fun and engaging event marketing platform, and Synergy was thrilled to play a role in bringing it to life," said Tim Heath, VP of Brand Experience for Synergy Events. "The best sports sponsorship activation programs and PR events are the ones that are authentic brand experiences. This was a highly successful event that connected the brand in a meaningful and relevant way with the media, athletes and VIP's."