on How the Club Celebrated the 10th Anniversary of Super Bowl 42
summary
Planning begins a year out, inventorying in-house and external assets and conducting about 40 interviews while collecting footage and photos, then rolling a campaign that starts in June with ticket art, town hall reveals, summer social drops and stadium activations. A centerpiece is an oral history of the final drive featuring 20–30 contributors, plus a reunion weekend and a Monday-night halftime spectacle; TV programs shorten and are shifted to digital, and social metrics spike.
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