For the first time, the Super Bowl took place at the new Mercedes-Benz Stadium in Atlanta, GA. Whether you’re in town for the game, cheering on in front of a TV, or tuning in only for the commercials and halftime show, the Super Bowl always generates buzz and receives massive attention.
All of the downtown and greater metro-Atlanta areas were practically taken over by the NFL. Proper preparations took place months before the big game by the NFL and its partners who anticipated the logistical challenges associated with a city that doesn’t stop for anything, including the Super Bowl.
Excitement for the game began to build with hundreds of ads and graphics appearing everywhere in the city, from transportation hubs and malls to billboards and building wraps. It took all hands on deck to get Atlanta Super Bowl-ready for the ultimate football experience. Parallax partnered with Blue Media and Fascinate by producing over 50,000 square feet of signage media seen all across the city.
Aside from the big game itself, dozens of widespread events were intended to hype up the fans. Super Bowl LIVE, presented by Verizon, was hosted at Centennial Park and was accompanied by one of the most popular attractions, a 25-foot tall replica of the Vince Lombardi Super Bowl trophy complete with lights and confetti cannon. Parallax produced graphics for the stage that could be enjoyed throughout the day and night.
Across from Centennial Park is the American Cancer Society which provided more space for a big marketing opportunity. Parallax produced a 404 x 72-foot transparent window perf that covered the building’s side for a giant Verizon ad and still allowed visibility for people inside to look outside.
Since August 2017, Mercedes-Benz Stadium is designed to deliver the ultimate fan experience and ensure whole events are unparalleled. To help decorate the hosting stadium for the Super Bowl means meeting the NFL’s high expectations and impressing up to 75,000 fans in attendance.
It was essential to work with the design, architecture, and colors inside and outside the state-of-the-art stadium to create a spectacular atmosphere. It was also important to produce and install signage and graphics to look like it has always been there to feel seamless and permanent.
Although Super Bowl LIII was the lowest-scoring title game in championship history, Atlanta’s whole city won big!
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