The Super Bowl is undeniably America's biggest sporting event of the year. In fact, last year's game pulled in 114.4 million viewers – the most watched show in U.S. history. And large brands have never shied away from spending big dollars on advertising during the game – spending upwards of $4.5 million for a 30-second commercial. Yet, for the first time Super Bowl organizers are taking this captive audience to create a force for good, asking consumers to play a part in making the event the "most healthy, sustainable, shared, and socially responsible Super Bowl ever."
This year, the Super Bowl 50 Host Committee is doing more than just hosting the Super Bowl, they're "redefining" it; seeking to use the Super Bowl as a platform to do good. The goal of the committee is to deliver a "net positive" event across four main goals to: deliver a low-emissions event, responsibly use materials and resources, leave a positive and lasting legacy for the San Francisco region and inspire fans to make this a reality. And to get consumers involved, the committee created the "Play Your Part" campaign, inviting fans to take small steps towards good. Play Your Part asks fans to "take action" by pledging to do a number of activities to make a "net positive difference," such as "using e-tickets for events and travel," "hosting a sustainable Super Bowl party" or "riding a bike to the game." Each action triggers 50 "GoodCoins" which can be donated to a choice of four Bay Area environmental nonprofits. To further incentivize consumers to get involved, pledgers are automatically entered to win a pair of tickets to Super Bowl 50. And after the Vince Lombardi Trophy is awarded and the fans head home, the Super Bowl 50 Host Committee plans to report on the results of its collective efforts with an online reporting platform open to the public.
The Super Bowl 50 Host Committee has developed some lofty internal commitments to make for a "net positive" game, from environment and transportation to water and waste. They also recognize that through the power of their brand, they can motivate the masses to be a broader force for good before, during and after the game. And by throwing in a chance to win some of the most coveted and inaccessible sporting event tickets in the U.S., it is sure to grab the attention of fans.