Experience-focused marketplace Groupon has tapped NFL player Rob 'Gronk' Gronkowski for its lastest Super Bowl 'Party Like a Player' marketing campaign. As part of the new promotional push, fans are being invited to partake in a contest where the winner and 15 of their friends will be flown to Gronk's Foxborough, Massachusetts, mansion to watch the Super Bowl.
The luxurious watch party will feature a variety of Groupon experiences, including mini-golf, beer and wine tasting, ax throwing, an indoor bouncy castle, and a hot stone massage station. Groupon is using the unique activation to showcase its own offerings by drawing attention to the value of one-of-a-kind group experiences. Accompanying the contest is a 30-second ad spot in which Gronk explains the details of the event, referencing (satirically) that Groupon plans to keep the house party "chill."
Celeb-Hosted Super Bowl Parties
Groupon and Rob Gronkowski Invite Fans to 'Party Like a Player'
Trend Themes
1. Celebrity Collaborations - Brands can leverage the influence of celebrities to create unique experiences for customers.
2. Experience-focused Marketing - Brands can create buzz and loyalty by focusing on creating memorable experiences for customers.
3. Combining Multiple Experiences - Brands can differentiate themselves by offering unique combinations of experiences to customers.
Industry Implications
1. Hospitality - Hotels and resorts can create unique event spaces and experiential packages for customers.
2. Entertainment - Event organizers can work with celebrities to create unique experiences for attendees.
3. Travel - Travel companies can offer unique experiences as add-ons to travel packages, creating more value for customers.