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
The references behind Fan Energy: Nike and NFL retail installations where light, motion, and product feel charged with energy.
The Installations
Jumbotron Social Mosaic
Live social content assembled into large-scale generative art pieces
Light-track running game
Race through light, hit boost pads, feed the Dome
Kinect capture stages
Fans rendered as LED art, posted live under #SBC
From Pitch to Plaza
The vision was sold before a single installation existed.
The Winning Pitch
Slides from the original deck that won E2K Events as client and partner.
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.
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.
