Technology was the theme as San Francisco vied for rights to be the host city for Super Bowl L in 2016. The challenge was magnified by fact that the stadium has yet to be built. But Rich Silverstein, co-founder of Goodby, Silverstein & Partners, led development of a marketing strategy called "Bring the Bowl to the Bay," which included a logo, a website and social efforts. The final pitch to the NFL was delivered in the form of videos on iPads.
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