Verizon’s Fortnite Virtual Stadium.
It’s not the Super Bowl that anyone planned. Diego Scotti, Verizon’s chief marketing officer, said the company approached this year’s game with the idea that it would be the brand’s “Best Super Bowl ever,” to reach consumers in new ways this year.
The company will perform in a variety of ways around the biggest marketing day of the year, building on its Super Bowl commercial with elements like a Verizon Stadium in Fortnite and a Super Bowl game night concert to help support small businesses with artists like Miley Cyrus and Alicia Keys. Verizon will also have a huge presence with its 5G service at Raymond James Stadium in Tampa, where the game will take place on Sunday. It is said that hops will help deal with security and crowd (despite limited attendance this year).
“Personally, I think the Super Bowl is a great platform no matter the circumstances,” said Scotti. “Because it obviously brings people together in a way that few events a year can … it creates a platform for great news and engagement.”
Some other companies are choosing to scale back their efforts for this Super Bowl after an extraordinarily difficult year.
“We took the opposite approach,” he said. “It started with a moment for us when two things happened: first, the advancement of our technology with 5G and second, the work that is currently needed to move society forward.”
Scotti added that many consumers are looking for some distraction.
“I think an important thing to remember is that even at moments like this we really have to think that everyone is longing for some fun, some entertainment, a little escape,” he said. Not to mention all the hard things that happen [but to have] a sense of hope that we’ll get through this. And so we come together too. “
Verizon said it spent more than $ 80 million improving its network to support the Super Bowl at Raymond James Stadium and the surrounding areas. Whether fans are in the game or not, the company has created a “5G SuperStadium” in the NFL mobile app that allows certain iPhone users to view the game from different angles. The company also has a free “Watch Together” mode in the Yahoo Sports app that allows users to watch and chat with their friends and family.
The “Verizon 5G Stadium” in Fortnite’s creative mode is another part of the plan that allows people to compete for prizes and interact with NFL players and professional players in football-inspired games.
The company is also making efforts to help small businesses with its “Big Concert for Small Business”. The show begins after the Super Bowl at 11 p.m. ET and is hosted by Tiffany Haddish with appearances by Alicia Keys, Miley Cyrus, Christina Aguilera, Eric Church, Luke Bryan, Jazmine Sullivan, HER, and Brittany Howard. The concert will be streamed online in a variety of locations including YouTube, Twitter and TikTok, and will be broadcast on BET, CBS Sports Network and other channels. The event will encourage people to send a text message to a nonprofit that supports small businesses.
In addition, Verizon will donate $ 10 million to the nonprofit Local Initiatives Support Corporation to provide financial support to businesses. It also promises to help one million businesses with digital tools and support by 2030.
“We also had to use the Super Bowl as a platform to influence the community and society more,” said Scotti. “In any case, small businesses are one of the areas that are more affected by developments.”
And then the company will have its in-game ad, which it’s still mom about. Scotti would just say it “will be amazing”.
Nominations are open to the 2021 CNBC Disruptor 50, a list of private startups that are leveraging breakthrough technology to become the next generation of large public companies. Submit by Friday, February 12th at 3 p.m. EST.