Super Bowl week projection mapping – Las Vegas style

bluemedia, a well-known player in the event activation industry, has been a trusted partner of the NFL, consistently delivering awe-inspiring experiences. For this year’s Super Bowl week, they orchestrated a breathtaking outdoor activation that stood out amidst the vibrant atmosphere in the heart of Las Vegas. Barco UDX made it happen.

Context

bluemedia’s success stems from more than 15 years of expertise in projection mapping and event activation. Their vision was ambitious – they utilized the iconic façade of Caesars Palace as a canvas for projection mapping, creating a stunning 65,000 square foot animated show visible from both Las Vegas Boulevard and Bellagio. This strategic placement ensured exposure to foot traffic and viewers tuning in to CBS Sports' live studio at Bellagio, amplifying the reach of the activation.

Challenge

Creating a large-scale projection mapping experience on Las Vegas Boulevard is no small feat. bluemedia faced several unique challenges while preparing for their Super Bowl activation.

One of the most significant challenges was dealing with the high levels of ambient light along the Las Vegas Strip. With bright LED signs, streetlights, and the dazzling illumination of casinos and hotels, achieving sufficient visibility for the projection mapping required specialized equipment and techniques.

Transporting the massive projection equipment to the rooftops presented additional logistical hurdles. To achieve the desired projection angle and visibility, bluemedia had to stage their projectors on the rooftop of the Bellagio, which was approximately 650 feet away from the front face of Caesar’s Palace. 

Solution

From intense ambient light to logistics of moving massive equipment, these hurdles required careful planning and expert execution. bluemedia collaborated with partners at Nationwide to secure top-notch equipment, including forty-two Barco UDXs. With a brightness of 40,000 lumens, these projectors were essential for overcoming the challenges posed by Las Vegas's ambient light levels.

Furthermore, the Barco team is known for supporting its rental partners with reliable technology and robust customer service. Through their collaboration, Barco and Nationwide helped bluemedia bring their spectacular vision to life, captivating millions of viewers with an unforgettable Super Bowl experience.

Results

The activation, running eight days prior to and during Super Bowl night, captivated millions of viewers across various platforms. Estimates suggest impressions ranging from five to 10 million, with bluemedia's social media channels alone garnering three to four million views.

The response from fans and spectators was overwhelmingly positive. The sheer magnitude and creativity of the projection mapping left an indelible impression seamlessly blending into the vibrant atmosphere of Las Vegas.