From Super Bowl to Pickleball: GMR's February Highlights
- Mar 01, 2025
Things didn’t slow down in February. In fact, they seemed to heat right up. Here are the highlights:
Max and Elke call out brand BS.
Elke Jones and Max Lenderman released three Voice of Experience podcasts in February:
“Dick Moves by Brands” — This installment focuses on how brands treat their customers and the opinions we form from their actions.
“VOX Observations - Super Bowl 59 and PGA Phoenix Open”— Max and Elke analyze their observations from two of the largest fan experience sporting events of the year.
“The Human Connection Crisis” — Max and Elke discuss how traditional third places/spaces are being displaced and what types of experiences are filling this void.
Listen here:
GMR showed up on the world’s largest stages.
For more than a decade we’ve been supporting the NFL, crafting the Super Bowl experience for fans on the ground in a host city and immersing them in the NFL brand. New Orleans was no different—we showed up at the airport, Opening Night, throughout the city, behind the scenes, inside the team locker rooms, at the hotels, and during the game!
We also worked with the NFL to bring to life the NFL House, the premiere V-VIP hospitality experience during Super Bowl weekend. Inspired by New Orleans jazz roots, we fabricated an experience that captured the grandeur of the sport, the League, and all 32 teams.
Our work didn’t stop there; we helped Cigna bring their Wellness in Motion tour to New Orleans for the big weekend. The tour stopped at a local school for a Safe Zone Activity Day focused on wellness and health.
The very next weekend, we helped Cigna’s Evernorth brand launch their NBA and WNBA partnership in San Francisco at NBA All-Star Weekend.
We brokered some powerful partnerships.
After seeing tremendous success with Pickleball on the Mall, we helped Humana renew their partnership with the Association of Pickleball Players.
Xfinity announced their partnership extension with NASCAR. Vice President of Client Consulting James Ward reflected on the partnership’s evolution and how it forms a vision for the future.
And the accolades keep coming.
Not one but two of the experiential activations we built for Nissan were shortlisted for the Campaign Experience awards. Eyes on our social channels for when winners are announced for both the Pop-up Experience and Outdoor Experience categories.
Check back in March. The madness is real.
