Ashley Pulled Out All the Sofas for Super Bowl Restaurant Takeover

The furniture maker hosted country music shows in a Las Vegas lounge

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Furniture maker Ashley came to Super Bowl 58 to takeover the Dawg House Saloon & Sports Book inside Resorts World casino for its largest activation ever around the game.

It decked the restaurant in its signature orange color scheme, and moved sofas and recliners into the restaurant’s Sports Book section.

The activation gave Super Bowl viewers and country music enthusiasts a chance to try out Ashley’s products. QR codes on coffee tables sent Sports Book section visitors to its site to view inventory and specs for future consideration.

“We’re trying to pop up at a lot more of those big cultural moments—really trying to go where the consumers are,” said Alexa Richardson, director of brand activation and field marketing.

The Sports Book with the recliners

The brand wanted to leverage country music, a genre usually underrepresented at the Super Bowl. It also offered merch giveaways and staffed the activation with brand ambassadors.

Customers over age 21 could access the experience for free, and the brand hosted performances by three of country music’s rising stars: Cooper Alan, Ernest and Hardy.

For Ashley’s marketers, it was an opportunity to connect directly with consumers—and without ever having to draw them into one of its stores.

The Ashley House restaurant entrance with Ashley branding.
Outside Ashley’s Resorts World restaurant takeover.Ashley

Bringing its products to consumers

Experiential takeovers like Ashley House are one way it can achieve salience with potential consumers—even if they’re not immediately seeking a new sofa.

“I don’t think we’ve really done anything where we’re having people get to sit and experience [the] product for a long period of time,” Richardson said.

“To have them sitting with their friends, watching sports, really getting to visualize how Ashley could look in their house,” is a key component of the experience, she continued.

The Ashley logo appears on the Resort's World facade.
Ashley’s digital LED display on Resorts World’s facade.Ashley

To let passersby know about the activation, the brand also launched an out-of-home LED display on the Resorts World facade. Elsewhere on the Strip, it outfitted Barstool Sports’ podcast headquarters with its products.

“All eyes [are] on Barstool Sports during this week. [It’s about] tying it all back into Sports Book, tapping into the millennial-Gen Z audience, and then getting that reach even outside of Vegas,” Richardson said.

For the latest Super Bowl 58 advertising news—who’s in, who’s out, teasers, full ads and more—check out ADWEEK’s Super Bowl 2024 Ad Tracker and the rest of our stories here. And join us on the evening of Feb. 11 for the best in-game coverage of the commercials.

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