Join the conversation

Bud Light Super Bowl Music Fest


Bud Light Super Bowl Music Fest was a three-night music event featuring world-class musical artists including: Blake Shelton, Green Day, Halsey, Machine Gun Kelly, Gwen Stefani, Mickey Guyton and Miley Cyrus.


NVE had to provide an immersive opportunity for consumers and Anheuser-Busch stakeholders to interact with all three brands (Bud Light Core, Bud Light NEXT, and Bud Light Seltzer Hard Soda) throughout Crypto Arena.


We had to activate the concourse to speak to the general public and give them an opportunity to sample Bud Light NEXT, the first zero carb beer. In addition, we needed to develop a branded seating area, The Bud Light Zone, that would be the envy of all attendees and include gift giveaways for those that sat in the section.


Bud Light activated Bud Light Seltzer Hard Soda and introduced Bud Light NEXT on the largest stage in sports. Key stakeholders and consumers sampled product, interacted with the brands, and learned about and received POAP cards. We successfully integrated three distinct brands cohesively through three consumer touchpoints: hospitality, the Bud Light Zone branded seating section, and concourse sampling.


  • 2,000+ samples of Bud Light NEXT distributed over 3 days
  • 2,500 POAP NFT cards distributed over 3 days
  • 1,000 photos taken in photo booth
  • 350 consumers total seated in the Bud Light Zone seating bowl
  • We were able to reuse some concepts at other activations around LA for Bud Light that same weekend with Shaq’s Fun House and H.wood Homecoming