If Taylor Swift is at this weekend’s Super Bowl, she may just be joined by Beyoncé… at least on TV and the Las Vegas Sphere. Verizon is making a comeback to the Super Bowl after sitting out last year’s game. Under new marketing leadership, the company is gearing up for a significant presence during game week, particularly at the Las Vegas Sphere.
The mobile giant’s recent teaser featuring actor Tony Hale squeezing lemons has sparked speculation about potential surprises in its upcoming Super Bowl ad. While Verizon has remained tight-lipped about specific ad details, the teaser has fueled rumors and anticipation among viewers.
The teaser’s inclusion of Beyoncé’s song My House and the lemon-squeezing imagery has prompted speculation that the ad might feature the iconic singer. Beyoncé notably released a visual album titled Lemonade in 2016, which garnered widespread acclaim and cultural significance. Watch below:
In a second teaser, Hale appears with Beyoncé’s horse:
Given the intriguing teaser and the association with Beyoncé’s Lemonade, fans and industry observers are eagerly awaiting Verizon’s Super Bowl ad reveal. The teaser has effectively generated buzz and heightened curiosity about what surprises Verizon has in store for viewers during the big game
The decision to return to the Super Bowl marks a strategic move for Verizon, which aims to maximize its visibility and engagement with audiences during one of the biggest sporting events of the year. The wireless giant confirmed its participation in the game by securing in-game ads on CBS and Univision’s Spanish-language broadcast of the February 11th game. Additionally, Verizon plans to showcase Total By Verizon, its prepaid wireless brand, through an ad on Univision.
While details about the CBS ad remain under wraps, including its length, agency involvement, and the quarter it will run, Verizon’s marketing landscape is undergoing significant changes. With Leslie Berland, former marketing executive at Twitter and Peloton, assuming the role of Chief Marketing Officer, Verizon is poised for fresh perspectives and strategies in its advertising endeavors.
Verizon’s decision to sit out last year’s game broke a streak of five consecutive years of in-game ads. However, the company’s return signifies a renewed commitment to leveraging the Super Bowl platform for brand promotion and engagement.
One of Verizon’s most innovative marketing ventures during Super Bowl week involves the Las Vegas Sphere, an iconic landmark expected to attract significant attention. Verizon plans to transform the Las Vegas skyline, utilizing the Sphere’s outer shell, known as the “exosphere,” to showcase its network capabilities. The activation aims to spotlight Verizon’s network reliability and performance as NFL fans engage in various activities throughout the week.
Verizon is also organizing on-the-ground marketing initiatives in Las Vegas, including the “Verizon Live” four-day event at Jimmy Kimmel’s Comedy Club. The event will feature partnerships with prominent brands such as Netflix, Max, Apple Music, and Uninterrupted, the athlete empowerment brand co-founded by LeBron James and Maverick Carter.
Verizon’s recent gesture of gifting Super Bowl tickets to 87-year-old Don Crisman, ensuring his streak of attending every Super Bowl remains unbroken, underscores the company’s commitment to celebrating its customers and engaging with communities on a personal level.
As Verizon gears up for its Super Bowl comeback, the company aims to captivate audiences, showcase its network prowess, and foster memorable experiences for fans, both in-person and across digital platforms.
Super Bowl LVIII will be played at Allegiant Stadium in Las Vegas, Nevada on Sunday, February 11, 2024. It will be broadcast on CBS and streamed on Paramount+ and Nickelodeon. Usher will perform at halftime.
For all of Reel 360 News’ Super Bowl coverage, click here.