CBS and Mercedes-Benz Shöck The Night Before
Sr. Manager , Activation
SOMETIMES, THE NIGHT BEFORE IS EVEN MORE FUN THAN THE DAY ITSELF.
What do Jamie Foxx and Michael Gulbin have in common? Well, way more now than they did last week. Enter CBS’ The Night Before activation, featuring special guest, The Iron Schöckl. Haven’t heard of The Iron Schöckl before? Basically, Mercedes-Benz has a man-made mountain to demonstrate the power of the G550 SUV.
Everyone brings their best to the Big Game – from the players to the event staff to some of the world’s top brands. This year, CBS and Mercedes-Benz brought their best a full day before the first kickoff with CBS Radio’s The Night Before concert, starring the Bay Area’s own Metallica and Cage the Elephant. The night was preceded by Mercedes-Benz dominating the venue with the infamous Iron Schöckl and other amazing on-site branding experiences at AT&T Park.
The CBS Radio Activation team helped make the Iron Schöckl “pop” by offering the crowd a chance to win tickets to the sold-out The Night Before, plus a once-in-a-lifetime chance to hang with Metallica before they hit the stage. We also supported the 40-foot long “Escape From Alcatraz” photo activation at Lefty O’Doul Plaza, where concert goers had the chance to document their own “jailbreak from Alcatraz” in a Mercedes SUV.
And of course, the festivities were heavily promoted on-air across 25 CBS Radio stations, and digitally across the CBS Local Network. In the Bay Area, Mercedes was tagged in over 200 The Night Before promos on KITS and KLLC! Stations promoted the Iron Schöckl on-air and on social media to generate excitement as well.
Football’s biggest night has evolved to become an elevated piece of Americana. You can’t imagine a year going by without it. It’s a time of celebration for everyone, even if you don’t have a team in the game. (I’m pretty sure there aren’t 111.9 million Broncos fans.) Often, the halftime show is talked about more than the game itself. The Night Before is a perfect example of CBS Radio connecting listeners to what they love; and our partnership with presenting sponsor Mercedes-Benz truly brought the experience to a whole new level.
