Primo Bowl Tailgate X Verizon
PRIMO TAILGATE: Turning Super Bowl Buzz into a Latino Cultural Moment
As Super Bowl buzz surged around Bad Bunny’s halftime performance, brands were eager to connect with Latino audiences in ways that felt authentic rather than transactional. The opportunity was not just to sponsor a moment, but to create an experience that reflected how Latino communities celebrate sports, music, and collective energy — in culture, not in cliché.
The Idea
Need Pastel partnered with Ugly Primo and Verizon to transform the traditional tailgate into a fully immersive, creator-led Latino cultural experience. Rooted in community, art, and in-culture collaboration, the activation was designed to turn Super Bowl hype into a moment built to travel far beyond the event itself.
The Execution
Need Pastel brought the concept to life through a custom immersive environment and strategic community design that was built to be both memorable and highly shareable.
Key elements included:
• A custom immersive art installation
• A curated invite-only guest list of 300+ Latino tastemakers, creators, artists, and community leaders
• An exclusive merch collaboration with Pro Club
The Impact
The immersive tailgate quickly became a moment people didn’t want to miss, driving real-time conversation and content in the lead-up to the Super Bowl. Creator and attendee posts circulated widely, turning the experience into a living cultural moment that extended across social feeds during one of the year’s most watched weekends.
More than an event, Primo’s Ultimate Tailgate demonstrated Need Pastel’s ability to connect brands with culture through immersive experiences rooted in community, creators, and authentic representation.
The result was a highly shareable cultural activation that amplified brand partners while proudly centering Latino fandom and celebration.
A Cultural Moment That Centered Latino Fandom
Latinos have long been at the core of sports fandom.Need Pastel is proud to have created a space where that culture was centered and celebrated.
