In the days leading up to Super Bowl LII in Minnesota, as the New England Patriots and the Philadelphia Eagles packed their bags and headed for the airport, Schwan’s Home Service was parked in downtown Minneapolis enjoying a home field advantage. The food delivery brand, a founding partner of the Minnesota Super Bowl Host Committee, was established in the North Star State just over 65 years ago, and leveraged the biggest sporting event of the year to celebrate its milestone.
The centerpiece of Schwan’s activation, which took place during the 10-day Super Bowl LIVE fan festival in downtown Minneapolis, was just about impossible to miss thanks to a 40-foot tower comprised of Schwan’s iconic yellow delivery trucks. The 70,000-pound “tailgate truck tower,” a structure so massive it required cranes for installation, was equipped with multiple screens displaying interactive trivia games for fans to participate in. From sports to food to the Schwan’s brand itself, attendees could duke it out over a variety of relevant subjects for a chance to win prizes.
The truck tower also served as a platform for brand messaging. At any given point during the 10-day installation, a brand ambassador could be found on the tower stage interacting with consumers and educating them on Schwan’s offerings, like how the brand helps busy moms by delivering meals that can be cooked in less than 30 minutes.
Schwan’s also kept attendees on their toes by implementing its Two Minute Drill surprise sampling engagement at the top of each hour. Brand ambassadors dished out a variety of Schwan’s easy-to-prepare options, including chicken fries, chicken egg rolls with sweet chili sauce, four-cheese penne pasta with prosciutto and the brand’s signature Dark Chocolate Ice Cream Miniatures.
Of course, with an eye-catching installation and plenty of free bites, Schwan’s footprint was a popular destination—meaning lines were inevitable. To lessen the pain of waiting in line, brand ambassadors snapped fans’ photos and invited them to create a virtual bobble head, which they could share via email and social media (hello, data capture). The engagement was also available to digital fans via a microsite promoted on social to extend the reach of the activation.
Rounding out the brand’s Super Bowl presence was a philanthropic component tied to Second Harvest Heartland, a Minneapolis-Saint Paul-based food bank. Schwan’s teamed up with NFL tight ends Jason Witten and Kyle Rudolph to fight hunger in America by raising money for the food bank and promoting the initiative across social media. The brand donated $5 for every order submitted by a new customer between Jan. 26 and Feb. 5, up to a maximum of $25,000, which translates to 75,000 meals for families in need.
“It was really a big opportunity to partner with the Super Bowl Host Committee as a founding partner and just tell people about Schwan’s—remind some consumers about us and then tell our story to other people who don’t know who were are,” says Pat Anderson, senior vp-strategy, sales and marketing at Schwan’s. “We couldn’t think of anything better to use than our big, yellow, iconic trucks. Everybody who talks about Schwan’s knows about the yellow trucks and we knew that we had a great opportunity to make those the centerpiece of the activation.” Agency: Periscope, Minneapolis.
Time Lapse: See Schwan’s Bring its Tailgate Truck Tower to Life: