There was a moment last summer when I was standing amongst swarms of little monsters buzzing after just having seen Lady Gaga perform her rescheduled Chromatica Ball show at MetLife Stadium, that I realized how powerfully important mobile connection is. There were SO many people around me, there’s no way I should have had enough cell service to find my friends in the parking lot, scan a QR code off a billboard at the entrance, preview coverage of the prior night’s line up on Instagram, or share a video of Gaga belting “Poker Face” on the packed train ride home. But I could, because we were all connected. 

On the grandest of scales, the Wireless Infrastructure Association reports that during the 2023 Super Bowl at State Farm Stadium in Arizona, Verizon fans used 47.8 TB of data in and around the stadium on game day, which the carrier said is the equivalent of a single user binge watching HD video for more than three years. AT&T fans used another 21 TB. Both carriers saw double-digit increases in usage year over year (+57% and +67% respectively). 

And, the Taylor Swift concert at AT&T Stadium in Arlington, TX in April 2023 recorded 28.9 TB of data usage – the most data AT&T has ever recorded for a single stadium event, including the Super Bowl mentioned above.

In the dynamic landscape of live stadium events – be it a concert or live sports –  brands have a unique opportunity to leverage various media channels to engage consumers in & around the venue. A strategic combination of mobile, social creators, and digital out-of-home (DOOH) advertising can be a powerful approach to maximizing consumer reach by extending brand presence with strategically placed advertising touchpoints before, during and after an event.

Here’s how:

  1. Pre-event Teasers: To generate excitement before a live event, mobile advertisements can be strategically placed in popular mobile apps or websites that cater to the target audience. These messages can feature teasers or exclusive content related to the concert or sports game, or be a subtle nod via the location itself. Additionally, collaborating with social influencers allows brands to create pre-event buzz by having them share enticing content on their social media platforms, generating interest among their followers.
  2. Surrounding Areas: Digital out-of-home advertising plays a crucial role in extending brand visibility beyond the stadium. Brands can strategically place digital screens in high-traffic areas surrounding the venue, such as nearby transportation hubs or popular city landmarks. These screens can showcase captivating visuals tying your products or likeness to the event, encouraging passersby to associate your brand with the excitement of attending the event.
  3. Post-event Engagement: After the event concludes, brands can continue their advertising efforts using a combination of mobile advertising and creator partnerships. 
    • Mobile advertisements can target attendees who have opted in for location-based services, offering them exclusive post-event promotions or discounts.
    • Brands can collaborate with social creators to build engaging post-event content that references the event, while subtly integrating brand messages. By sharing this content across social media platforms, creators extend brand exposure to their followers who may have missed attending the event.

Creators, mobile and DOOH advertising beyond stadiums offer brands a comprehensive approach to engage consumers throughout the entire lifecycle of live stadium events. By strategically placing mobile advertisements, collaborating with creators, and extending DOOH advertising into surrounding areas, brands can generate pre-event buzz, capture attention before and after the event, and sustain post-event engagement. The combination of these advertising touchpoints creates a seamless and impactful brand experience that goes beyond the stadium walls, maximizing reach and amplifying brand visibility in the process.

Download this guide to learn how to reach consumers ahead of February’s big game, or contact us for a personalized recommendation for your brand.

Rachel Gropper, Sr. Manager of Market Insights & Strategy