01/31/2019

Daily Buzz: Big Event Inception

How one beer brand is making the Super Bowl bigger

This weekend’s Super Bowl in Atlanta is already a pretty big event, but a major beer brand has somehow figured out a way to make it even bigger.

This weekend, Bud Light is putting on a multiday music festival at State Farm Arena ahead of Sunday’s Super Bowl. The performance will bring Halftime Show-level acts to the venue throughout the weekend, including Cardi B, Bruno Mars, Aerosmith, Post Malone, and hometown heroes Ludacris and Migos.

In an interview with BizBash, Bud Light Senior Experiential Manager Shana Barry explained that the logistical challenges were high—both in terms of getting the acts and in planning the event around what’s already a big event.

“We did not underestimate the time it would take,” Barry stated. “We knew we had to build trust and have ongoing, open communication with all of our teams, partners, and vendors.”

It’s big and risky, but big and risky is often what event planners need to stand out.

Please select this link to read the original article from Associations Now.