Solution
In Miami for Super Bowl XLI, Motorola wanted to "own" the Super Bowl in a way that no company had done before. With an entire year to plan, Leader worked with the Host Committee and negotiated a title sponsorship which allowed Motorola to "own" 10 city blocks of famed South Beach. We negotiated an activation strategically located near CBS and ESPN's broadcast locations on South Beach. We developed "welcome gantries" at both ends of Ocean Drive, Motorola-branded kiosks on every block and a massive football field built on the sand that featured a field turf, working uprights, a massive Jumbotron, press box, lights, a sound system and a product integration section. Only 200 yards down the beach, Motorola's Dancing-Water Spectacular and Video created another point of interest for consumers walking Ocean Drive at night. Lastly, we worked with local government officials to close Ocean Drive down to automobile traffic creating a massive walking plaza, which drew hundreds of thousands of people to the area during Super Bowl week.
Service
Leader managed every aspect of the campaign, working with Murphy Productions to build out the site. Each day seemed to create new challenges that we needed to work through as the program featured a packed entertainment calendar for the entire week.
Success
The results were significant on multiple fronts. Nearly 15,000 people participated on the field. Several hundred thousand "stopped by" to watch activities or enjoy the "walking plaza" created on Ocean Drive as restaurants extended their footprints out into the streets. Media coverage expanded the impact to another 150 million (impressions) locally, regionally and nationally. The ad equivalency generated from the media coverage was estimated to be $4.5 million.