In 2015, the Houston Super Bowl Host Committee engaged PSP as their agency partner for Super Bowl LI. While the Super Bowl itself is the largest single day sporting event in the world and the feeling is that everyone knows about it, the challenge was in engaging the host city to participate in the events surrounding the game itself. In the 18 months leading up to the game, PSP’s objective was to build a buzz in the market by developing four countdown clocks around the city, designing the Host Committee’s mascot, TD, building, coordinating and executing 15 Touchdown Tour events, amplifying Host Committee efforts through Hispanic earned media, and providing social media content.