“Consumers are looking for more immersive experiences and ways to interact with brands that go far beyond transactional approaches,” he added. “Providing a free experience and a free interaction with our brands and our products in a way that’s enjoyable will only deepen that connection with consumers moving forward.”
Making friends
Fieri’s and Pepsi’s tailgate is one of four brand-laden parties that Medium Rare is throwing within 36 hours on Super Bowl weekend. But founders Adam Richman and Joe Silberzweig know how things went down in Vegas when F1 came to town and locals weren’t exactly happy about the upheaval the race caused.
In order to avoid taking advantage of the market and ignoring locals, “We took a completely opposite approach to this event when we announced that our main focus was on the local market,” Richman told Adweek, noting that 80% of those who attended last year’s Flavortown tailgate in Phoenix were from the Phoenix area.
With capacity for this event doubled, Medium Rare is hoping to not only create a free space for locals on Super Bowl weekend, but give brands a chance to ingratiate themselves with local audiences and create a loyal, regular customer base.
“We’ve got all kinds of great entertainment that, if we didn’t have them as a partner and as a sponsor, we wouldn’t be able to pull off,” Fieri said. “I mean, Diplo in Vegas … everybody wants Diplo, but we got him, and that’s going to be great due in part to Pepsi and all their help.”
Silberzweig noted that the added brand participation, culinary offerings and high-profile acts only help ingratiate an event like the Flavortown Tailgate with local fans and media. But while Medium Rare’s other Super Bowl parties are tied to sports figures and publications, the Tailgate gives Medium Rare the flexibility to tour the event across the U.S. in 2024 and beyond.
