Verizon’s virtual Fortnite stadium.
Verizon
It is not the Super Bowl that someone planned. But Verizon’s director of marketing, Diego Scotti, said the company approached this year’s game with the idea that this would be the “best Super Bowl ever” as it seeks to reach consumers in new ways this year .
The company will appear around the biggest marketing day of the year in a number of ways, based on its Super Bowl commercial featuring elements like a Verizon stadium in Fortnite and an evening Super Bowl show to support small businesses, featuring artists like Miley Cyrus and Chaves de Alicia. Verizon will also have a large presence with its 5G service at the Raymond James stadium in Tampa, where the game will be played on Sunday, with resources it hopes to help with safety and capacity management (despite the limited audience this year).
“I personally believe that the Super Bowl is a great platform, no matter the circumstances,” said Scotti. “Because it obviously brings people together as few events in the year can … it creates a platform for great news and engagement.”
Some other companies are choosing to reduce efforts at this Super Bowl after an extraordinarily difficult year.
“We kind of chose the opposite approach,” he said. “It all started with a moment for us when two things are happening: one is the evolution of our technology with 5G, and the second is the work that is so needed now to help move society forward.”
Scotti added that many consumers are looking for a little distraction.
“I think an important thing to remember is that even at times like this, we have to really think that everyone also wants a little fun, a little entertainment, a little escapism,” he said, “Don’t forget all the difficult things that are happening, [but to have] a feeling of hope that we will get over it. And those are ways that we can also be together. “
Verizon says it has spent more than $ 80 million improving its network to support the Super Bowl at Raymond James Stadium and surrounding areas. But whether fans are watching the game or not, the company has also built a “5G SuperStadium” on the NFL mobile app so that certain iPhone users can watch the game from different angles. The company also has a free “Watch Together” mode on the Yahoo Sports app so people can watch and chat with their friends and family.
“Verizon 5G Stadium” in Fortnite’s creative mode is another part of the plan, which will allow people to compete for prizes and interact with NFL players and professional players in football-inspired games.
The company is also starting an effort to help small businesses with their “Big Concert for Small Business”. The show starts after the Super Bowl at 11 pm ET and will be hosted by Tiffany Haddish with performances by Alicia Keys, Miley Cyrus, Christina Aguilera, Eric Church, Luke Bryan, Jazmine Sullivan, HER and Brittany Howard. The show will be broadcast online in several places, including YouTube, Twitter and TikTok, and will be broadcast via BET, CBS Sports Network and other channels. The event will get people to send text messages to donate to a non-profit organization that supports small businesses.
In addition, Verizon will donate $ 10 million to the nonprofit Local Initiatives Support Corporation, which will help provide financial support to companies. It also pledges to help one million companies by 2030 with digital support and tools.
“We also had to use the Super Bowl as a platform to impact the community and society more broadly,” said Scotti. “Definitely, one of the areas most affected by what is happening is small businesses.”
And then, the company will have its place in the game, which it still does not remember. Scotti would just say “it will be amazing”.
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