SiriusXM + Pandora Present: Maluma + Big Game Weekend

Feb 29, 2024

Whether you’re a sports fan or a music fan—SiriusXM is the place to be. As Americans across the country prepared for the biggest sporting event of the year, SiriusXM and Pandora were ready to get the party started. To kick off the Big Game weekend, we were joined by global superstar and Latin GRAMMY award winner, Maluma, for an exclusive concert at The Theatre at Virgin Hotels in Las Vegas. 

Our dynamic brand sponsors Chumba Casino, Discover, Doritos Dinamita, GNC, Hilton, Norwegian Cruise Line, Paramount+, and Shopify, transformed the night into an experience that fans won’t soon forget. With free swag, interactive sponsor booths, exclusive benefits, and more, some could say it was as much fun as the Big Game—we’ll let you decide. 

At franchise events, sponsors have the opportunity to interact with consumers in intimate, unique settings that help personify your brand and build rapport in ways that other mediums can’t. Guests are left with incredible memories and positive impressions. In an onsite survey conducted by Sponsorship Research International (SRi), our event sponsors saw a double-digit lift in brand opinion on average (+14%). To get an inside look on how brands make an impact, read on. 

Pre-Show Excitement 

Waiting in line is never fun, but what if you had a little magic to keep you entertained? Thanks to Chumba Casino, fans in line were entertained by Magical Katrina, a vibrant magician who performed mind-boggling tricks. Fans also received free chargers to ensure their phones were set to capture the night and took home a stylish new hat. QR signage throughout the venue drove to Chumba Casino’s site so fans could play the game for free.

Discovering the Opportunity to Meet Maluma

Turning tables and setting the tone for the night, Discover’s high energy DJ booth, hosted by DJ LezLee, got fans pumped for the main event, but that wasn’t all. As a surprise, Discover randomly selected three fans to participate in a meet and greet with Maluma—talk about making someone feel special! 

The Gift of the Shopify Merch Market 

To treat all of our attendees, Shopify set up the Merch Market—a special opportunity for Shopify to gift fans official Maluma merch. While creating connections with fans and building brand recognition, Shopify wowed guests again with an exclusive onstage giveaway and three lucky fans were chosen to receive a t-shirt autographed by Maluma.

Going Wild with Doritos Dinamita 

Doritos Dinamita’s custom video booth encouraged guests to “go wild in the isle,” embracing the “absurd” personality of the Dinamita brand through engaging props, hype dancers, and a surprises guest appearance from the brand’s ambassadors: Dina and Mita. (Did you catch these unhinged grandma’s in Dinamita’s Big Game commercial?!). Fans were encouraged to share on social media and interact with the brand on their new TikTok page. When the fans were done filming their spotlight moment, brand ambassadors were on standby, handing out free Dinamita samples, including four brand new flavors.

Premium Views with GNC

Returning sponsor, GNC was the official sponsor of the “ENDZONE,” a premium viewing area from which 100 lucky attendees had the chance to experience the show. Once fans added Halftime Hits Radio to their Pandora collection, they gained access to this exclusive section, which provided an incredible front row view of the concert. GNC also surprised guests with branded bluetooth speakers to keep the party going long after the game and encourage fans to listen to Halftime Hits Radio after the event.

Vamos a bailar

The pre-show hype wasn’t over yet. As guests waited in anticipation for Maluma to hit the stage, they enjoyed an aerial performance that brought a whole new dimension of entertainment to the night. Then, it was lights down, music up—Maluma stepped into the spotlight, ready to give a performance that wowed and entertained the crowd. Fans celebrated in excitement as he performed songs from his latest album Don Juan, including hits like “Según Quién” and “COCO LOCO” in addition to other fan favorites such as “100 Años” and “Hawái.”

Hilton Honors Brand Loyalty

As a special treat to Hilton Honors members, 40 lucky Honors members were awarded with “golden tickets” that gave them access to Hilton’s exclusive lounge. Members enjoyed the show in a premium seated lounge, featuring open bar cocktail service and exclusive high-end headphones—courtesy of Hilton. To ensure everyone had a great time at the show and an easy way to get home, Hilton and SiriusXM partnered with Lyft to provide those who RSVP’d with a $10 off code that they could leverage for their ride to/from the event. 

Setting Sail With Norwegian Cruise Line 

For our guests who enjoy a bubbly beverage, Norwegian Cruise Line took over both of the venue’s main bars, providing an expansive footprint for branding—helping fans feel like they were setting sail while sipping on a specialty themed cocktail like “The Midnight Sun” or “Viva la Med!”. Norwegian Cruise Line brought their brand to life with branded cups, coasters, decals, travel signage, and even a custom made ice sculpture. 

Paramount+ Satisfies Sweet Tooths

Of course, no night would be complete without a sweet treat. Towards the end of the event, the Paramount+ ice cream truck pulled up to treat fans to complimentary ice cream pops from Afters, the premier dessert spot at The Virgin hotel. Paramount+ offered multiple flavors, inspired by the Big Game for ice cream lovers to choose from. A QR code displayed on the truck itself encouraged fans to try Paramount+ for free and stream the Big Game. Brand ambassadors mingled with the crowd and passed out treats within the venue, as well.

The After Party 

The show may have ended, but the party wasn’t over quite yet. Our sponsors and premier guests were welcomed to The Shag Room, where they could enjoy a premium open bar, snack on tons of complimentary appetizers, and keep the party going—we are in Vegas, after all!

Forget FOMO

We have more opportunities to get you in front of your audience—so your brand won’t miss out. By tapping into digital audio advertising, we’ve got the right targeting tools to help you meet your audiences wherever, whenever. Listening on Pandora spikes when an artist performs—the Maluma station on Pandora had 146,925 unique visitors and 7,344 station adds just in the month leading up to our franchise event. Meaning your brand has a chance to get in on fully leaned-in audiences in person, through headphones, and beyond. 

Score Big with SiriusXM Media

Looking for the next big event? In addition to our SiriusXM and Pandora Present franchise events, we offer a variety of sponsorship opportunities. Our SoundCloud Next Wav events empower and reward artists on the platform and their communities. Each full-day event features panels from notable industry figures, artist-centric workshops, creative exhibitions, and local live music showcases with the city’s hottest breakthrough talent—bringing artists and fans together. 

And if podcasts are your thing, join us as we hit the road with podcast creators and bring IRL experiences to cities across the country, with beloved podcasters like Conan O’Brien, Ashley Flowers, and hosts from Crooked Media. And since we know how well consumers respond to podcast ads, events like these are bound to boost your brand even higher.

Our live events create unique experiences for our listeners, build brand relationships for our sponsors, and leave both parties feeling energized. Don’t miss out on our next event, hit our line.

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