For more than 25 years, Taylor has been activating at the Super Bowl on behalf of leading brands. Super Bowl LIV, however, may have been the busiest ever for Taylor as it supported multiple client partners including OLAY, Secret, P&G, DraftKings, Zenni Optical, and Panini.
Taylor worked with OLAY to introduce a star-studded female cast to encourage women everywhere to “Face Anything”.
On the ground, Taylor coordinated Radio Row interviews for Busy Philipps, Lilly Singh, and Katie Couric, who talked about OLAY’s #MakeSpaceForWomen campaign.
Taylor and Secret partnered to create “The Secret Kicker” campaign, which aimed at defying conventional expectations and championed equal opportunities for women. A week before the Big Game, Taylor orchestrated the ad’s debut on “The Ellen Show,” followed by a media day with Sam Ponder on Radio Row in Miami. Additionally, before and after the spot aired during the Super Bowl, Taylor worked with superstars such as Ronda Rousey and Serena Williams, who shared “The Secret Kicker” campaign on their highly engaging social channels.
This year, P&G created the first completely interactive ad for the Super Bowl, allowing fans to go to WhenWeComeTogether.com to co-create the ad that ran during the game. Using technology from EKO (best known for the “Bandersnatch” episode of Black Mirror on Netflix) that enabled viewers’ real-time story creation, fans were able to develop P&G’s interactive ad featuring Sofia Vergara, Rob Riggle, Troy Polamalu, and more alongside seven iconic P&G brands. Ahead of the Big Game, Taylor brought Riggle, the Bounty Man himself, to Radio Row where he spoke to national and local media about his role in the ad, the interactive site, and the uniqueness of P&G’s first-ever multi-brand Super Bowl spot.
Taylor coordinated high-profile Radio Row interviews for DraftKings’ CEO, Jason Robins. In addition, we invited the media to DraftKings’ branded bar/restaurant space in Miami Beach, which included interviews with various NFL players, such as Panthers’ All-Pro multi-purpose back, Christian McCaffrey.
Zenni is the official eyewear partner of the NFC Champion San Francisco 49ers. As the 49ers headed into Super Bowl Week, Taylor helped the brand leverage this partnership through the eyes of 49ers’ players past and present – Pro Bowl tight end George Kittle and former All Pro linebacker NaVorro Bowman.
While Kittle, the star of Zenni’s new ad spot, was preparing to play in the Big Game against the Kansas City Chiefs, Bowman was in town to cheer on his former team and serve as a brand ambassador for Zenni. Taylor ensured that the former defensive great was front and center with major media outlets on Radio Row while sporting his Zenni’s and espousing the attributes of the brand. Every member of the media that interviewed Bowman received a pair of Zenni’s Blokz blue blocker glasses, further elevating conversation around the brand.
Each year, Panini America hosts the Pop Warner Skills Clinic for local kids in the Super Bowl host city. A number of current and soon-to-be NFL players attend to participate in drills and games with the kids who are thrilled to meet and learn from some of their heroes, who they watch play on TV every weekend.
This year, attendees included Teddy Bridgewater (New Orleans Saints), Josh Jacobs (Oakland Raiders), Jerry Jeudy (Alabama), Aaron Jones (Green Bay Packers), and DK Metcalf (Seattle Seahawks). On behalf of Panini, Taylor secured high-profile media opportunities with every player attending the Skills Clinic, and this year, players engaged with a selection of outlets that included ESPN.com, Yahoo! Sports, Newsday, and the Seattle Times.