Experiential OOH Takes the Lead During Super Bowl Weekend
by Aubrey Lundgren, Lime Media Group
While the Super Bowl remains the most valuable advertising moment on television, this year’s surrounding activity reinforced a growing reality for the industry: experiential and mobile out-of-home formats are increasingly central to how brands activate around major cultural events.
Throughout Super Bowl weekend, brands leveraged large-scale mobile assets, sampling units, and LED Billboard trucks to extend their presence beyond stadiums and screens. Across the Bay Area, Lime Media executed a range of experiential OOH activations that highlighted the company’s ability to deliver both visibility and engagement for brands in high-traffic public environments.
Old Spice made a strong impression with its “Unrivaled Freshness Experience,” produced by Citizen Relations. Built inside Lime Media’s largest mobile asset—a 53-foot, double-expandable trailer—the activation took over Embarcadero Plaza near the Ferry Building, serving as both a high-impact OOH presence and an immersive walk-through brand experience. The expandable format created room for interactive moments, longer dwell time, and sustained visibility in one of the city’s busiest pedestrian areas.
Lime Media also supported Kaiser Permanente’s mobile smoothie-sampling activation at Santa Row Plaza in partnership with agency The Robot Co. Operating from a step van, the execution demonstrated how compact mobile OOH formats can deliver targeted engagement at the neighborhood level, integrating brand messaging directly into pedestrian environments while maintaining flexibility and efficiency.
To broaden reach across the region, Lime Media and Dracko Agency rolled out a 16-foot glass truck for Ricolino Mexican candy alongside an LED Billboard Truck. Moving throughout the Bay Area, the activation was supported by brand ambassadors sampling candy on the ground. The combination of mobile visibility and in-person engagement carried Super Bowl messaging across key corridors and neighborhoods while keeping the experience lively and interactive. The LED truck, in particular, delivered bold, dynamic creative in high-traffic areas where traditional static placements are limited.
Lime Media also supported King’s Hawaiian (Entertaiment3Sixty) final touchdown sampling activation at Guy’s Flavortown Tailgate in Oakland during the Super Bowl pregame party. Guest appearances by Guy Fieri and Eli Manning added earned media and showed how experiential OOH formats can anchor brands in high-profile event settings.
Taken together, these campaigns showed how brands are expanding their OOH strategies during major moments, pairing traditional placements with mobile and experiential formats to create a more layered presence. By combining scale with flexibility and real-world interaction, brands were able to show up in ways that felt timely, contextual, and connected to fan movement throughout the weekend.
Super Bowl weekend showed that experiential OOH is a strong part of the media mix, complementing traditional OOH to help brands build visibility, engagement, and relevance during big cultural moments. www.lime-media.com
- Advertisement -
