Bud Light House Super Bowl Party XLIX

House of Whatever

The Challenge

We were asked to convert an abandoned parking lot in downtown Phoenix into an action-packed, weekend party! Just six months after the popular Whatever, USA in Crested Butte, Colorado, Bud Light decided to throw another blow-out event but for a new crowd. Utilizing assets from Whatever USA, forty-seven thousand square feet of real estate was transformed into an immersive Bud Light experience.

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The Solution

We created a contained branded party while leaving enough open space for two full days of engaging activities. In order to maintain the safety of the four thousand attendees while still making sure they had the time of their lives, our designers took a unique approach.

• The Entrance Arch – A massive thirty-two foot tall entrance arch loomed over the corner of the parking lot, capturing the attention of anyone out celebrating the upcoming game.

• The Perimeter – To define the space, the edges of the parking lot were lined with a mix of sea shipping containers and corrugated fencing. Each perimeter container had one wall torn off and additional structure added to the interior, allowing them to be utilized as activation spaces.

• Activations – After being painted Bud Light blue, the shipping containers were built out around individual themes. Activations included a classroom style Beer School, Lime-A-Rita beach cabana party, Pac Man arcade, and a hair styling salon, to a name a few.

• The Concert – Thousands of people excitedly packed into the large dome tent each night, waiting to find out who the entertainment would be. Each evening we created a unique, themed environment.

The Results

Because of the enormous success of their other takeover events, massive attention was focused on Bud Light to see how they would continue to evolve the Whatever theme. The House of Whatever Super Bowl Party was an opportunity to celebrate the success of the campaign while also launching new branding. To cost-effectively promote the event there was a media-only soft opening on Thursday in advance of the big game weekend. By Friday morning, Bud Light was trending on social media in anticipation of opening night. The takeover was also a high profile way to sneak peak the upcoming Pac Man commercial, which premiered during the Super Bowl.