Super Bowl City
Winning the vision for the most advanced fan experience in Super Bowl history
Overview
Every Super Bowl host city stages a fan experience before game day. For Super Bowl 50, E2K Events built Super Bowl City on Justin Herman Plaza, anchored by the Fan Energy Dome. Britelite was brought in to bring its theme to life across the plaza.
Problem
Prove Britelite could deliver the most technologically advanced fan experience in Super Bowl history, and win E2K Events as a dedicated creative and technical partner.
Solution
A suite of interactive installations built around one unifying idea: fan energy, the crowd’s physical and digital effort feeding a shared, visible spectacle.
The Big Idea
Fan energy.
Every sprint, throw, and post fed back into the Dome, so thousands of fans felt they were powering something bigger than themselves.
Inspiration
Inspired by Nike and NFL retail installations where light, motion, and product feel charged with energy.
The activation included live DJ performances with reactive light sculptures.
The pitch included concepts for multiple multiplayer games, each one turning fans’ movement into energy for the Dome.
A live jumbotron feed that turned every fan’s phone into part of the show, and every post into fuel for the Dome.
Energy combos
Fan photo collage
Live social feed
Outcome
A nine-day takeover of Justin Herman Plaza that drew more than 200,000 fans in its opening weekend and hit full capacity at its peak, delivered on the strength of a vision originated, visualized, and sold before anything was built.
By the Numbers
1.1M
visitors across San Francisco’s Super Bowl 50 fan events
200K+
fans at Super Bowl City in its opening weekend alone
100K
in the plaza at once on its peak night, at full capacity
9 days
January 30 to February 7, 2016
Sources: Super Bowl 50 Host Committee; San Francisco Police Department estimate via CBS San Francisco. The 1.1M figure combines Super Bowl City, the 50th Mile, and the NFL Experience.
Press Coverage
Super Bowl City Coming to Justin Herman Plaza
KPIX CBS 5 coverage of the Super Bowl City announcement in San Francisco.
Watch the segment →