You can't have football without wings, and you can't have wings without Bounty. At Super Bowl LVIII in Las Vegas and Super Bowl LIX in New Orleans, we brought this message to life with a Radio Row activation that fueled thousands of press and media.

The space served up fresh hot wings alongside Bounty programming — from athlete interviews to physical and digital games, plus a motion-tracked mixed-reality jumbotron. Twice daily, the booth underwent a dramatic visual state change to signal wing service. We also developed the complete graphic system, AR assets, and all supporting collateral.

Additionally, throughout the playoff season we partnered with Wingman Duos from 20 NFL teams, creating a social video series where players shared how they have each other’s backs on and off the field. This campaign lived both nationally and locally through partnerships with retailers, connecting Bounty to gameday moments across the country.

We also introduced the Wingtracker — a real-time tool that monitored wing consumption and Bounty purchases across major NFL cities. Fans followed along to see which city led the pack, with the top market ultimately claiming the coveted LomBounty Trophy.