Case Study: Visa turns Super Bowl fans into creators with Imagination

Visa engages 15.5k+ fans with Imagination at Super Bowl LX

Visa, a major global financial services brand, faced the challenge of making a significant cultural impact at Super Bowl LX and moving beyond its perception as just a payment processor. Partnering with vendor Imagination, the goal was to outperform previous engagement metrics and reposition Visa as a creative catalyst within the saturated Super Bowl environment.

Imagination created an immersive, artist-led makerspace where fans could design and screen-print their own NFL-inspired artwork. This physical experience was integrated with a digital "Tap to Win" mechanic using Visa's mobile wallet technology. The solution was highly successful, engaging over 15,500 fans and facilitating the creation of 5,000 unique artworks. It also drove 3,000 mobile wallet interactions and achieved a 95% positive sentiment, successfully repositioning the Visa brand.

Visa