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Verizon’s Fortnite virtual stadium.
Verizon
Nobody planned the Super Bowl. But Verizon chief marketing officer Diego Scotti said the company approached this year’s game with the idea that it would be the brand’s “best Super Bowl ever” as it seeks to hit the mark. consumers in new ways this year.
The company will appear around the biggest marketing day of the year in a number of ways, building on its Super Bowl advertising with things like a Verizon stadium in Fortnite and a nightly Super Bowl concert to support small businesses, with artists like Miley Cyrus and Alicia Keys. Verizon will also be very present with its 5G service at the Raymond James Stadium in Tampa, where the game will take place on Sunday, with features that it says will help deal with security and overcrowding (despite limited attendance this year).
“I personally think the Super Bowl is a great platform no matter what,” Scotti said. “Because it obviously brings people together like very few events in the year can … it creates a platform for big news and engagement.”
Some other companies are choosing to cut back on this Super Bowl after an extremely difficult year.
“We kind of took the opposite approach,” he said. “It started with a time for us where two things are happening: one is the evolution of our technology with 5G, and the other is the work that is so needed right now to help move the company forward. . ”
Scotti added that many consumers are looking for a little distraction.
“I think an important thing to remember is that even in times like this, we really have to think that everyone also wants a little fun, a little fun, a little escape, ”he said. “To not forget all the difficult things that are going on, [but to have] a sense of hope that we will get there. And these are also ways to come together. “
Verizon claims to have spent more than $ 80 million to improve its network to support the Super Bowl at Raymond James Stadium and surrounding areas. But whether or not fans are watching the game, the company has also built a “5G SuperStadium” in the NFL mobile app for some iPhone users to watch the game from different angles. The company also offers a free “Watch Together” mode in the Yahoo Sports app so people can watch and chat with friends and family.
Another piece of the plan is Fortnite’s Creative Mode “Verizon 5G Stadium”, which will allow people to compete for prizes and interact with NFL players and pro players in football-inspired games.
The company is also launching an effort to help small businesses with its “Big Concert for Small Business”. The show begins after the Super Bowl at 11 p.m. ET and will be hosted by Tiffany Haddish with performances from Alicia Keys, Miley Cyrus, Christina Aguilera, Eric Church, Luke Bryan, Jazmine Sullivan, HER and Brittany Howard. The concert will be broadcast online in numerous locations, including YouTube, Twitter and TikTok, and will be broadcast via BET, CBS Sports Network and other channels. The event will inspire people to text to donate to a nonprofit that supports small businesses.
Additionally, Verizon will donate $ 10 million to the nonprofit Local Initiatives Support Company, which will help provide financial support to businesses. It also pledges to help one million businesses through 2030 with digital tools and support.
“We also had to use the Super Bowl as a platform to have a bigger impact on the community and society,” Scotti said. “Small business is definitely one of the areas most affected by what is happening.”
And then, society will have its place in the game, about which it always remains silent. Scotti was just saying “it’s gonna be amazing”.
Nominations are open for 2021 CNBC Disruptor 50, a list of private start-ups using cutting edge technology to become the next generation of large public enterprises. Submit by Friday, Feb.12 at 3 p.m. EST.
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