People flock to the Super Bowl for way more than the game. They want the spectacle – the whole immersive “only-there, only-then” experience, and the bragging rights that come with being right there in the thick of it. So when the game came to Minneapolis, Mall of America couldn’t just hand out gift cards. They needed to surprise fans with an unexpected moment they couldn’t stop talking about.
Building off findings from a study that ranks Minnesota as the friendliest state in America, we knew we wanted to give thousands of out-of-towners a warm welcome on one of the coldest days of the year. If you’ve ever visited Minnesota in February, you know the weather is…brutal. Our solution? Welcome unprepared fans to the great north with an engagement that warmed hearts, toes, and hands through friendly banter, unexpected entertainment, and free gear to help make the harsh elements more hospitable.
Throughout the Fan Zone,
refs blew whistles and threw flags
on fan “penalties,” from being
over-logo’d to food line interference
to
un-Minnesotan-like conduct.
- Mystery cards distributed
- Mystery cards redeemed
- % Percentage of cards redeemed
Services
- Experiential activation