Experiential Marketing

Reaching Tastemakers and Key Influencers at the Super Bowl

Arnold launched ESPN’s new cell phone product, Mobile ESPN, at Super Bowl XL in Detroit with a :60 Sports Heaven TV spot and the Sports Heaven Experience at ESPN’s NEXT House – an experiential venue hosted by ESPN annually at the Super Bowl. 

Arnold took design cues from the Mobile ESPN product and the Sports Heaven TV spot to create the Mobile ESPN Sports Heaven Experience. Highlighting the phone’s key product attribute of personalized content, activities in the experience included real tattoo artists, graffiti artists and DJs who personalized products for guests. Sports Heaven “Roller Angels” acted as product ambassadors to encourage product trial among attendees – celebrities, athletes, sports industry executives and media.

The results:
      • Total Impressions for NEXT House: 70,642,135
      • Total PR value: $6,255,171