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Stella Artois, Pizza Hut, AT&T, Jack in the Box, and Volvo are just a few of the brands who did not secure a spot in Fox’s coveted Super Bowl commercial lineup, but were nonetheless trying to engage their audience around the event. So reports AdWeek.

nfl 3644686 1280For its part, Fox sold out of its entire in-game inventory last November--and even recently added spots to accommodate demand. With 30-second spots selling for $5.6 million, its easy to understand why some companies sought to engage audiences while avoiding an ad buy for an in-game commercial. The brands mentioned above engaged consumers on Super Bowl weekend by holding concerts in Miami and activations, digital campaigns and social media sweepstakes.

Stella Artois brought a luxe European port to Wharf Miami with "Port de Stella" from January 30 to February 1. The beer maker offered boat rides on branded VanDutch Yachts and admission was free. Performances by Sofi Tukker and DJ Irie were scheduled, along with panels of celebrity guests, including Queer Eye’s Karamo.

Lady Gaga was set to perform for the AT&T pre-game concert on Ferbruary 1. The 10th annual event is ticketed and open to the public.

Lowes, the home improvement company, built a themed neighborhood experience with 32 vignettes--one representing each NFL team. Lowe’s has a new campaign called “Bring It Home,” showing that the brand is a go-to option to host a Super Bowl party.

Courtyard Marriot was slated to hold a sleepover contest. They are the official hotel sponsor of the NFL. Their event was an in-stadium activation. Contest winners were sleeping in a replica of a Courtyard suite at Hard Rock Stadium.

Pizza Hut is the official pizza sponsor of the NFL. It planned to deliver 30,000 free slices in Miami for the Super Bowl.

Read the full article from AdWeek for more details on these efforts and to learn what some additional brands planned (subscription required).


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