How 9 Brands Without Super Bowl Ads Are Activating for the Big Game

Stella Artois, Pizza Hut, AT&T and more are engaging consumers on Super Bowl LIV weekend

a branded stella artois boat
Stella Artois will bring a European outdoor experience to Miami on Super Bowl weekend. Stella Artois
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With Super Bowl 54 less than two weeks away, more brands are teasing their plans for the Big Game. We’ve been keeping tabs on the most anticipated commercials in our Super Bowl 2020 Ad Tracker since Fox sold out its entire in-game inventory last November.

But what’s in store for major brands that don’t have ads in the game? Many still plan to engage consumers on Super Bowl weekend through activations and concerts in Miami, digital campaigns and social media sweepstakes. Here’s a look at what brands including AT&T, Stella Artois, Jack in the Box and Volvo have planned for the Big Game.

Stella Artois Port de Stella

Anheuser-Busch will have four ads for five of its brands in Super Bowl 2020, not including Stella Artois. Instead, the Belgian beer company will bring a luxe European port to Miami with Port de Stella. Experiential marketing agency Mosaic will produce the event, which takes over the Wharf Miami from Jan. 30-Feb. 1. Admission is free (though registration is required) to enjoy music performances from artists Sofi Tukker and DJ Irie, plus panels with celebrity guests including Priyanka Chopra Jonas and Queer Eye’s Karamo. Stella has also partnered with The Infatuation for one-night dinners curated by chef Rosio Sanchez of Sánchez Cantina in Copenhagen and Nabil Hadj Hassen of Roscioli Salumeria con Cucina in Rome. For people who don’t want to drive to the pop-up, Stella is offering boat rides on branded VanDutch yachts.

AT&T TV Super Saturday Night

Jennifer Lopez and Shakira won’t be the only divas performing in Miami on Super Bowl weekend. Lady Gaga will headline the 10th anniversary of AT&T’s pre-game concert on Feb. 1, which will be held at Meridian at Island Gardens, a new 65,000-square-foot entertainment venue. AT&T has rebranded the event, formerly known as DirecTV Super Saturday Night, to highlight AT&T TV Now, the television streaming service that’s currently being piloted in select markets including Miami. The 10th annual event, which is ticketed and open to the public, will be produced by an internal team lead by Roger Hyde, svp of creative services for AT&T.

Lowe’s Hometown

Lowe's Hometown will have 32 NFL team vignettes at the Super Bowl Experience.

Lowe’s, a first-time NFL sponsor this season, is presenting the league’s Super Bowl Experience, which runs Jan. 25-26 and Jan. 29-Feb. 1 at the Miami Beach Convention Center. The home improvement company is working with agency 160over90 to build a themed neighborhood experience with 32 vignettes that represent each NFL team. The installations will feature team logos and colors, with designs inspired by the team’s region and fan traditions; they include the Tennessee Titans’ T-Rac’s Temple, which will have a Parthenon replica, and the Carolina Panthers’ Sir Purr’s Palace, which will blend regal and jungle themes. The activation is part of Lowe’s new campaign, “Bring It Home,” which presents the brand as a go-to option for tools needed to host a Super Bowl party at home.

Courtyard Marriott Super Bowl Sleepover Contest

Courtyard by Marriott

NFL hotel sponsor Courtyard by Marriott is bringing back its in-stadium activation, which invites contest winners to sleep in a replica of a Courtyard suite at Hard Rock Stadium. This year’s winner is Denise Ammon, who can invite three friends to sleep in the suite and wake up inside the stadium on Super Bowl Sunday. Courtyard partnered with 160over90 to produce the activation.

Pizza Hut

Pizza Hut will deliver slices in Miami in branded pickup trucks.
Pizza Hut

The official pizza sponsor of the NFL plans to deliver nearly 30,000 free slices in Miami on Super Bowl weekend. Pizza Hut will launch a delivery fleet of branded Ford F250 Trucks, scooters and bikes, which will travel to more than 15 spots in the city including Wynwood Walls, Little Havana and the University of Miami. The brand will also sponsor the MVP Award at NFL Honors the night before the Super Bowl. And to celebrate the host city, Pizza Hut and nonprofit partner First Book will donate $54,000 in grants to local educators across greater Miami.

Jack in the Box

For the second year in a row, fast food company Jack in the Box is foregoing a Super Bowl spot for another social-driven effort. The brand is leveraging its new partnership with Paramount’s Sonic the Hedgehog film, in which the brand reintroduced its Tiny Tacos to the menu as Sonic’s favorite snack, with a social media contest on Super Bowl Sunday. During the game’s 19 commercial breaks, Jack in the Box will host a Twitter conversation that invites fans to tweet to win prizes related to the partnership. Additionally on Feb. 2, the brand will launch a custom AR marker tech lens on Snapchat that invites users to find Sonic’s rings in malls in San Diego, Santa Monica and San Francisco for a chance to win free tacos.

Volvo Safety Sunday

Volvo Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.