Digital Communications Portfolio

Dominate a Subject: Super Bowl LII Headquarters

by Lindsay Susla on February 16, 2018, no comments

As the official media partner of the Super Bowl LII Host Committee, Mpls.St.Paul was poised to own the conversation around this once-in-a-lifetime event. Along with section editors, we planned for months to build a successful content strategy, multimedia social strategy, and website strategy that allowed us greatly increase our daily traffic, as well as act as the voice of local media in the Twin Cities. We also partnered with Social Lights to help answer questions from out-of-town guests and provide reader service content about the best places to eat, drink, shop, and stay in the Cities. We rolled out daily newsletters, daily articles, and reviewed events as a guide for readers.


The brand’s Instagram, Twitter, Facebook, and YouTube channels were all used to strategically amplify the content and constant coverage that our editors were creating during the 10 days of Super Bowl LII.

The My North video project, created in conjunction with the Super Bowl LII Host Committee and Explore Minnesota, highlighted noteworthy Minnesotans for the year leading up to the Super Bowl. This project came to a close the same day as the Super Bowl, capitalizing on the large audience we had built across channels in the year prior.

See the full Super Bowl Headquarters at

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