Levi's knew that they would need to give the citizens of and visitors to their longtime home something special. Super Bowl 50 -- the first ever Super Bowl in San Francisco -- would take place at their recently named namesake stadium, Levi's Stadium. For the 10 days prior to the event, The Super Bowl Host Committee would host Super Bowl City in downtown San Francisco to celebrate the historic event. Super Bowl City would be free-to-the-public fan village and will “offer a fun – and free – way for locals and visitors alike to enjoy the extravaganza that is the sporting world’s biggest annual event.... and will be designed to showcase the best the Bay Area has to offer.
As the iconic 150-year brand of the City of San Francisco, Levi’s would participate in Super Bowl City by sponsoring a concert stage at Sue Bierman Park complete with daily programing in as well as host an interactive “brand island” in the public space Justin Herman Plaza. Levi’s hoped to tie together these outdoor brand activations with other important locations and events in the City -- Levi’s Corporate Headquarters, Levi’s flagship store at Market & 4th, and the NFL Experience (the NFL's interactive theme park experience hosted at Moscone Center).
Cabrio Taxi’s fleet of beautiful pedicabs and small army of professional pedicab operators were experienced at surprising and delighting passerbyers on behalf of the Levi’s brand. Levi's determined a fully branded pedicab service, complete with collateral distribution, talking points, etc. would be the perfect platform to weave together otherwise disparate locations and events. Moreover, through the legacy 50 Fund, the Super Bowl Host Committee identified “Sustainable Environments” and “Community Investment” as two of three areas of focus for legacy impact of their event and partners. Cabrio Taxi is obviously sustainable but also proudly local, and would exclusively employ Bay Area lifestyle pedicab operators -- for whom these activations impact their livelihoods.