Super nice. The venue of the Super Bowl LX football match, Levi’s Stadium, welcomed roaring crowds from all over the world. And, they were not only treated to the biggest night event in football, but also to… Jurassic World?
Yes, Lyft Ads had partnered with Comcast’s Xfinity to launch this collaboration’s first-ever nationwide Super Bowl campaign. It’s not that all businesses are showcasing ads in Super Bowl LX, no, no, no.
Comcast’s Xfinity offers Internet, Wi-Fi, mobile, TV, and streaming, wherein customers can save on high-speed Internet, mobile phone plans, and cable TV services. They can use the advantage of entertainment their way with the best deals on Xfinity by Comcast.
Part of the campaign is bringing the world of Jurassic Park to life on the Lyft app and on the streets of San Francisco, the host of last Sunday’s American football game.
Lyft’s spot ran during the third quarter of Sunday’s Big Game, with Xfinity humorously asking the millions of viewers, “What if Jurassic Park had worked?”
In celebration of the launch of such a memorable campaign, the brands and Lyft Ads brought some of the movie scenes to its riders, or inspirations of them.
For instance, when booking rides this past week, Lyft users in the Bay Area had the opportunity to take a spin in vehicles wrapped to resemble the iconic off-road tour vehicles from the “Jurassic Park” in the early 1990s.
Each car’s interior came complete featured with memorabilia from the beloved movie, such as night vision goggles, shaving cream cryo-cans, visitor passes, and more.
And, the fun did not stop there.
On the day of the Super Bowl LX sporting show, the Jurassic Park-clad tour cars made appearances near Levi’s Stadium in Santa Clara between 10 a.m. to 6 p.m. local time. Lucky sports fans, tailgaters, and passersby alike who couldn’t afford a ticket got the opportunity to see and experience the cars first-hand, and participate in surprise giveaways that transformed a seemingly ordinary brand encounter into a hard-to-miss fan experience.
Isn’t that superb?
Shane Dwyer, Head of Sales at Lyft Ads, told Ridesharing Forum, “The Super Bowl always presents a unique opportunity for brands to connect with audiences in meaningful ways. Our work with Xfinity demonstrates how we can help advertisers create customer experiences that are larger-than-life. When you combine the cultural power of an IP like Jurassic Park with our physical vehicle wrapping and digital ad offerings, you’re not just capturing attention, you’re making the ride part of the adventure."
These collaborations successfully showcased how Lyft Ads continues to bridge the gaps between digital attention and real-world action by allowing football fans and other people the chance to experience what they just watch in films.
Through combining memorably-wrapped cars with engaging in-app placements, these brands were able to create immersive experiences that break through the noise across multiple mediums.
Comcast also told Ridesharing Forum regarding this matter, “While millions of people are tuned into the Big Game watching a reimagined world of Jurassic Park that only could have been done with Xfinity’s fast, secure WiFi, we knew we needed a partner who could help bring the Jurassic Park experience to life on the ground too. The Lyft partnership creates a high-impact experience in San Francisco for customers and fans and makes the connection to the technology that Xfinity delivers to power millions [of customers daily].”