The entrance was the tease of an authentic NFL experience telegraphed by colossal official NFL pigskins. The ensuing, eight-city block experience promised to awaken even the most jaded fan.
The experience was designed to put GM where it belonged. It was the first Super Bowl to be hosted in Detroit in over 30 years and GM was front and center. Blimp-worthy before such a term existed.
Upon entering the Cadillac Salon, visitors were enticed to interact with equipment on every level. From comparing the average lineman’s cleat, and helmet sizes, to walking through the doorway cut-out of the NFL’s largest player ever, Bryant McKinnie. Fans could also check out the replica of the Vince Lombardi Trophy. If that wasn’t enough, five stunning Cadillacs were displayed to provide the NFL MVP experience.
Visitors were engaged in calling the play-by-play, analysis, and singing the National Anthem. For their efforts, a commemorative CD was recorded, preserving their performances for better or worse and posterity.
Imagine being in your first Super Bowl. The rush of taking the field for the biggest game of the year. We designed the authentic experience. Not simply taking the field, but seeing yourself emerge from the tunnel on the Jumbotron!
Once through the tunnel, there’s only one thing left to do. Play the game! A number of NFL Combine stations were set-up for visitors to test their skills as an all-round player. Each participant was evaluated and given an “Official NFL Draft Pick” rating. Every 15 minutes the NFL Draft Rounds were posted on the Tron.
As a preparation for the event, a scale model of the eight-city block Campus Martius neighborhood was developed. It became the primary tool for helping the city, building owners, and constructors to consider next steps.