Marketing Briefing: Marketers amp up their Las Vegas efforts, including the Sphere, for the Super Bowl

Marketers are planning to use Super Bowl LVIII’s Las Vegas setting to the fullest. Marketers are going beyond the usual on-the-ground fare and employing what the city has to offer by rolling out teasers on the Sphere, more experiential events and using the city’s landmarks and impersonator talent to extend their Big Game advertising efforts.

Hellmann’s, for example, became the first Unilever brand to advertise on the Sphere last week with its activation featuring the star of its Big Game ad, Mayo Cat. The brand did so to “get more hype and talk value” around the brand’s Super Bowl effort, explained Audrey Melofchik, global chief brand experience officer, VML, adding the appeal of the Sphere, extending the advertising effort to the city makes sense given the tourism around Vegas.

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