In recent years, the NFL has celebrated a poignant Super Bowl stat—that the birth rate in winning cities goes up nine months after the game—in its spots for the game. Hotels.com is taking a more direct approach to this trend for Super Bowl 53: The company is offering free hotel rooms to 53 fans of the winning team to help the trend continue.
“This is our way of getting in on the gameday action,” Katie Junod, general manager of the Hotels.com brand in North America said, in a statement. “Whether fans grow their own team with a Big Game baby or just want to celebrate their team’s victory, Hotels.com is here to help.”
During the 24 hours following the Big Game, the company is encouraging interested fans of the winning team to visit www.BigGameBabies.com and enter for the chance to win a $250 Hotels.com gift certificate. Should they win the certificate, the company wants fans “to book immediately while their BGE (Big Game Energy) is still hot,” according to a release, and then use the certificate for a “one-night hotel stay, redeemable for your celebratory romp,” according to a statement.
Hotels.com also created a Spotify playlist, “Big Game Babymaking,” with “53 jams to celebrate the 53rd Big Game,” explained Jennifer Dohm, head of PR for the Americas for Hotels.com.
While there’s no expectation that babies are actually produced from this stunt, if fans who participate do happen to have a baby nine months later Hotels.com would be happy to talk to folks about it, explained Dohm.
Hotels.com worked with ICF Next (formerly Olsen Engage) on the campaign. Dohm also noted that fans should check out the company’s Twitter feed during the Big Game.
In late October, Philadelphia reported a baby boom nine months after the Eagles’ Super Bowl victory.
“Like any good PR campaign we want to be timely,” said Dohm. “Philadephia recently reported their baby boom. Hotels.com is a brand that tries to attract that irreverent tone and this is a bold, fun, irreverent way to make people smile. If you want to get a room and celebrate we hope you can do that.”
This isn’t the first campaign of its kind. A Danish travel agency launched a campaign in 2014 with subsequent ads in 2015 and 2016, called “Do It for Denmark,” which encourages Danish people to take a vacation (and in the process help raise the country’s worrisome birth rate).
When asked what this campaign means for gay couples a rep Hotels.com said that “everyone is welcome” and referred Adweek to an asterisked point in the release, “If you don’t want to make a Big Game baby and just want to get your celebration on, that’s cool too.”