Representing Cisco at Super Bowl LX
How MVT built a full PR and communications campaign around sport's biggest stage — showing how Cisco's technology connects and protects teams and fans at Levi's Stadium.
Sport's biggest stage, technology's biggest test
Cisco wanted to leverage their existing partnership with both the NFL and Levi's Stadium in Santa Clara, California to showcase their technology ahead of Super Bowl LX. On sport's biggest stage, Cisco needed a communications strategy to demonstrate how their technology connects and protects teams and fans during the game.
A full PR and communications campaign
MVT launched a full PR and communications campaign with two goals: increasing partnership awareness and championing the efficacy of Cisco solutions in action — spanning earned media, paid and organic social and in-stadium brand moments.
Measured across earned and owned campaign efforts around Super Bowl LX.
Behind the scenes before the big game
Leading up to the game, MVT organized an exclusive opportunity for select media, analysts and content creators to experience the Cisco technology solutions that power Levi's Stadium ahead of Super Bowl LX — a behind-the-scenes technology tour paired with exclusive interviews with critical IT decision makers from the San Francisco 49ers and the NFL.
That earned media was supplemented with a robust mix of paid and organic media deployed across Cisco, 49ers and Patriots social and digital channels, advocating how Cisco's technology stack is future-proofing venue operations in the AI era. Testimonials from NFL teams — including the game host — built the narrative that Cisco's technology ensures cybersecurity and internet speed across NFL stadiums. During the game itself, a stadium brand takeover of the ribbon-board LEDs and jumbotron ran during the first and third quarters.
From access to advocacy
Through a robust media engagement strategy, MVT earned Cisco coverage across owned and earned media that supplemented the access Cisco gains as an official NFL sponsor. Externally, cutting-edge Cisco technology was on full display to the media through the direct example of Levi's Stadium.
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