CASE STUDY
Grand Marnier Presents Magic Johnson’s Mount Rushmore Super Bowl Bash 2024
On the eve of Super Bowl LVIII, the entertainment capital of the world witnessed a marquee cultural moment with Magic Johnson’s Mount Rushmore Super Bowl Bash, presented by Grand Marnier, hosted at the ultra-exclusive Poodle Room at the Fontainebleau Las Vegas. With strategic communications and celebrity-driven storytelling, SNA Communications, in collaboration with Jade Umbrella and Kelly K PR, transformed this red carpet soirée into the defining event of Super Bowl Weekend. Anchored in cause-based impact through The Yes Society, the event became both a philanthropic and cultural highlight of 2024’s sports-entertainment calendar.
THEIR STORY
Pouring Heritage Into The Big Game
Grand Marnier is the only premium liqueur in the world that combines cognac with exotic orange liqueur. Grand Marnier was created in France in 1880 by Louis-Alexandre Marnier Lapostolle who had the innovative idea of blending cognac with a rare variety of orange "Citrus bigaradia."
By combining the complexity of cognac with the exoticism of distilled essence of orange he created the famous Grand Liqueur.
Grand Marnier Cordon Rouge continues to be produced as it was when it first launched, with the addition of special cuvées to the range over the years, including, Grand Marnier Louis Alexandre, Grand Marnier Cuvée Centenaire, Grand Marnier Cuvée Révélation and the Grand Marnier Cuvée Quintessence.
THE CHALLENGE
Grand Marnier was poised to make a major splash during Super Bowl LVIII Weekend, but the stakes were high. The brand needed to break through one of the most crowded media and event landscapes of the year—without the benefit of an existing cultural foothold in sports entertainment.
With only a short lead time and a premium brand to protect, they faced a multifaceted challenge: deliver an A-list experience that would attract top-tier talent, generate meaningful media attention, and authentically integrate Grand Marnier into the Super Bowl weekend conversation—all while balancing complex event logistics, high-profile talent wrangling, and a charitable mission.
Traditionally, Grand Marnier had focused on classic luxury positioning, but this moment required a fresh cultural play that could reach younger, socially connected audiences in real time. That meant finding a way to amplify the brand through earned media, celebrity storytelling, and experiential moments without relying solely on paid placements.
SNA Communications and its partners were tapped to create a seamless, high-impact campaign that could bring all these moving parts together under one iconic night.
THE SOLUTION
CHANNELS + SERVICES
SNA Communications identified an opportunity to harness the power of cultural relevance, celebrity influence, and strategic media positioning to elevate Grand Marnier’s presence during Super Bowl LVIII Weekend.
While traditional branding efforts often leaned on static visuals and controlled environments, this moment called for a dynamic, multi-touchpoint approach. The team leaned into SNA’s expertise in red carpet media, talent integration, and experiential marketing to craft a fully immersive campaign that brought the Grand Marnier brand to life—on the ground and across screens.
The strategy centered on pairing high-impact celebrity attendance with organic media moments, allowing real-time red carpet interactions and social storytelling to amplify the event’s reach. By collaborating with trusted partners Jade Umbrella, Kelly K PR, and The Yes Society, SNA was able to extend the brand’s visibility through community alignment and philanthropic relevance, creating a deeper emotional connection with audiences.
This integrated approach enabled Grand Marnier to show up in more meaningful and unexpected ways—from influencer-driven content to editorial coverage in top-tier entertainment outlets—ultimately positioning the event as the cultural heartbeat of Super Bowl Weekend.
THE RESULTS
SNA partnered with Jade Umbrella, Kelly K PR, and Grand Marnier for Grand Marnier Presents Magic Johnson’s Mount Rushmore Super Bowl Bash 2024, which became the definitive cultural event of Super Bowl LVIII Weekend. The event attracted an elite mix of celebrity talent, media powerhouses, and tastemakers to the new Poodle Room at the Fontainebleau Las Vegas. Hosted by Magic Johnson and attended by high-profile guests including Leonardo DiCaprio, Glen Powell, French Montana, Lance Bass, and Harry Shum Jr., the evening delivered a high-wattage red carpet experience that generated widespread buzz across the entertainment industry. Top national media outlets—Entertainment Tonight, EXTRA! TV, E! News, People, Us Weekly, OK! Magazine, InTouch Weekly, Life & Style Weekly, Page Six, Observer, and Rolling Out—amplified the event’s visibility with robust coverage across digital, broadcast, and social platforms. With a focus on cultural relevance, celebrity storytelling, and philanthropic alignment, SNA Communications, Jade Umbrella, and Kelly K PR transformed a single night into a brand-defining moment for Grand Marnier—solidifying its presence at the intersection of luxury, influence, and purpose.
PERFORMANCE
6.3M+
94M+
270M+
MEDIA IMPRESSIONS
SOCIAL MEDIA
IMPRESSIONS
ENGAGEMENTS
103+
51M+
TRUE REACH
EARNED MEDIA
PLACEMENTS
