In an effort to maximize their presence at the NFL's showcase event, Gatorade created an authentic sideline "experience" for fans at the Super Bowl. Fans were treated to designated Gatorade elements such as the locker room, training camp, and Gatorade field. MAG managed all of the logistical aspects of the event throughout Super Bowl week. In addition, MAG hired, trained, and managed local brand ambassadors. MAG engaged roughly 50,000 consumers and distributed 35,000 samples during Super Bowl week.