U.S. Navy Targets Gen Zs At Super Bowl LVII Experience

The U.S. Navy is promoting itself at the Super Bowl LVII Experience at the downtown Phoenix Convention Center pre-Super Bowl, February 9-February 11.

Themed “Our Field Is the Sea,” the project highlights a digital boot camp, allowing participants to train alongside a Naval Academy football player. At the 360-degree Navy parachuter photo booth, users can strap on a harness and mimic a Navy Leap Frog, dropping into the stadium to deliver the game ball.

For those who prefer to stay on the ground, a 20-feet-long panoramic backdrop of a Navy aircraft carrier is ideal for a selfie.

The Navy’s Super Bowl Experience activation was developed by Navy Recruiting Command and VMLY&R, its agency of record.

“The rewards of Navy life aren’t something you can just explain to people,” said Ryan Blum, VMLY&R executive creative director. “They have to experience it.”



The creative targets 17- to-24-year-olds, alerting them to the opportunities and benefits the Navy provides. The campaign is also marketed to parents, teachers, coaches and career counselors to underscore the vital role the Navy plays.

Each year, the Super Bowl offers a U.S. military branch the opportunity to participate in the Super Bowl Experience.

Commander David Benham, director of public affairs/deputy director, marketing and advertising for Navy Recruiting Command, said the experience “offers fans some fun, interactive ways to learn more about today’s Navy.”

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