‘47 x Super Bowl 50 Shop-in-Shop & Activation

For Super Bowl 50 in San Francisco, the NFL took over the Moscone Convention Center and set up an NFL shop where all their licensed partners could set up their own brand shop-in-shops. My team was tasked with both designing and merchandising our space, and coming up with an activation that could help drive sales and brand awareness.

Typical activations at the NFL shop were based around throwing a pass or kicking a field goal, but at ’47, we viewed ourselves as the brand of the fan, so we wanted to do something that event goers couldn’t simply do in their own backyards. To achieve this, my team built an interactive game where participants were tasked with cheering their team to victory - It’s the last play of the game, and the louder and rowdier you are, the better the chance your team will score to win the game. After completion, participants were emailed a fun video of their group cheering their team to victory which they could then post to their social media.

Throughout the week, we had over 1000 groups/3000 participants, pick up via local and national media, and had influencers like ex-NFL players James Jones and Spencer Tillman take part in our activation.

Responsibilities included:

• Designing the shop-in-shop layout

• Overseeing union construction and fixture set up

• Product merchandising

• Customer support during the event

• Ideating the activation

• Briefing activation to agency partner

• Managing agency partner

• Sourcing activation elements

• Managing participants

• Approving content