Super Bowl 50 - Event Marketer


Super Bowl 50

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GMR's presence in San Francisco for Super Bowl 50—our 29th Super Bowl as an experiential marketing agency—was unparalleled.

All told, GMR created 20 B2B/B2C programs for 13 different brand clients, hosted 3500 private guests (and hundreds of thousands of consumer fans), and blanketed the Bay Area with 550+ pieces of NFL branding. (Among GMR's 275+ staff onsite to execute was Ollie Silverton, our London-based Ultimate Sports and Entertainment Apprentice. See Ollie's takeaways here.)

Super Bowl 50 was an event months and months in the making. And with over 1.1 million local and international attendees to Super Bowl City, 50th Mile, and NFL Experience, it was a mecca for passion-based brand experiences.

GMR clients SAP, Chevron and Sonoma County were three of the most popular brands in Super Bowl City, the hub of pre-game excitement built at the foot of San Francisco’s famed Market Street.


As the anchor of Super Bowl City, the Fan Energy Zone powered by SAP put fans in the center of the action through interactive gaming experiences that measured their skills and excitement levels. Cutting-edge SAP technology powered fan touchpoints including the Fan Wall and a mix of interactive, motion-capture games.


Showcasing Chevron’s involvement with STEM education, the STEM Zone brought to life the science of football—such as the evolution of football equipment and stadium design—and the STEM careers that support it. GMR delivered heavy digital and production elements as part of this experience, including a football toss complete with a radar gun for tracking daily top speeds and an LED wall demonstrating the flight trajectory of a pass.


To help Sonoma County raise awareness of its role as both a wine region and travel destination, GMR design and produced a Tasting Lounge to accommodate tastings from over 60 wineries, as well as an on-site concierge service to book Sonoma County day trips.

This activation received the Host Committee's "Net Positive Production Award" for Use of Local Resources.

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