Advertisers’ bold moves ahead of the biggest football game of the year


Periscope helps Hallmark, Schwan's, the Minnesota Lottery and more compete for sports fans' attention.

The Pioneer Press said it best: “The Super Bowl is one of the rare times viewers are rapt to advertising.” For the Twin Cities, that goes beyond the TV screen and into the streets. Here, local agencies and big brands are coming together to create experiences for the estimated 1 million visitors, who will find that “branded moments seem to be around every corner.”

The biggest? Periscope created a 40-foot tower made of Schwan’s delivery trucks on Nicollet Mall. The gamified display will help reintroduce the brand to crowds, who no doubt will be enjoying the spectacle along with some delicious samples. For the Minnesota Lottery, a giant ice sculpture saying “I’MN” was carved in St. Paul, ready for photo ops (a nod to our ongoing I’MN campaign). Our CEO Liz Ross talked with the Pioneer Press about why so many brands are creating experiences rather than traditional ads, saying that “people generally in the world are hungry for experiences. It’s not enough to get every product delivered to your house in a cardboard box.”

The Schwan's trucks were installed by cranes in the downtown area.

What we do want delivered is something personal. Lucky for us, Periscope is also partnering with Hallmark, a brand known for its personal touch. The national retailer aims to draw in game day crowds to a Signature Line pop-up shop February 2–4, hosted at our agency. Visitors can stop in, enjoy a hot chocolate or coffee, and send a valentine for free. After all, there may be some broken hearts come Sunday evening.

Hallmark imagery for the pop-up shop at Periscope HQ.

You can check out more of Periscope’s commentary on game weekend advertising, featured in the Pioneer Press, the Star Tribune and Advertising Age.