To build a digital home for the 2014 NY/NJ Super Bowl Host Committee that can act as a hub of information and inspiration for locals and visitors, with the ability to grow over the course of the year to Game Day.

We strategized with the Host Committee to understand the initiatives and information they’d need to share with the world over the next year. We structured the website to launch with very little content beyond an email signup form, but with the ability to become incredibly complex and handle intense amounts of traffic as Game Day approached. This flexibility allowed us, and the client, to update the site at hyperspeed. New pages, new content and emergency alerts could go live with the push of a button, providing site visitors the highest level of customer service and up-to-date information.

On the weekends leading up to Game Day, mobile traffic consistently reached at least 60%. And on the weekend of the game, mobile traffic reached as high as 80%–a client record! This only reinforces the importance of the mobile experience particularly with live event brands.