GilletteLabs BODY at Gillette Stadium: A Game-Day Brand Activation Trailer
The Brief
For its Tarps Off campaign, GilletteLabs BODY wanted to meet New England Patriots fans where game day actually happens: on the plaza at Gillette Stadium, in the hours before kickoff. VaynerMedia needed a partner who could deliver a branded space big enough for grooming stations, face painting and product sampling, staff it, and get it in and out of an NFL stadium plaza on the venue’s schedule, with The Kraft Group’s approval at every step.
Why NVS
A stadium activation like this usually means a trailer rental company, a wrap shop, an AV vendor, a staffing agency and a logistics coordinator. NVS is all five. We own a 38-foot glass expandable touring trailer, so instead of renting a generic unit and dressing it, VaynerMedia got a brand activation trailer with glass walls, LED lighting, a video wall and power already built in, re-skinned entirely for Gillette. One team owned the creative, the build, the drive, the staff and the strike.
From Tech Roadshow to Stadium Fan Zone
Months earlier, the same trailer launched the DDN × NVIDIA AI Factory Tour at NVIDIA GTC as a hardware showroom. For Gillette it became something else entirely. We developed the creative with VaynerMedia over three rounds: Tarps Off branding on the street side, a full back billboard for “Gillette’s Safest* Body Shave” with its legal line, a photo wall for fan photos, and GilletteLabs green LED edge lighting around the glass. Gillette’s campaign video ran on the built-in LED wall.
Late in planning, sample razor stock came in lower than expected. We added double-sided A-frames and an H-frame voucher sign with TikTok Shop QR codes, so every fan could still claim the product even after physical samples ran out.
Built for Flow
Game-day crowds arrive in waves, so the layout had to move people quickly. Stanchions carried the line from the plaza to the entry steps; inside, guests went from waiver to grooming station or face painter to sampling, then out with a voucher. We planned the staffing around that flow: eight NVS brand ambassadors covering line management, waivers, two ambassadors per groomer for setup, restock and turnover, face-painter support and voucher distribution.
Stadium Logistics
An NFL plaza is one of the most controlled places a brand can activate. Every vehicle was police-screened on entry, and the tractor, crew cars and staff each had their own lots and passes. Load-in options were a Saturday-evening window after the Patriots Hall of Fame’s own event, or early Sunday before the plaza opened at noon. We chose Saturday evening for a five-to-six-hour build without a rushed morning, and kept everything locked inside the trailer overnight so no guard was needed.
We brought our own generators rather than tying into venue power, which let the Kraft Group place the activation on the concrete of the Central Plaza, right beside the Hall of Fame and in view of the stadium. The activation stayed open and staffed until kickoff, then we struck the full footprint and had it off the plaza before the final whistle.
What NVS Delivered
- 38′ glass expandable touring trailer, tractor and driver
- Creative development, trailer wrap, photo wall and back billboard
- LED video wall content playback and green LED edge lighting
- A-frames, H-frame voucher sign and stanchion line management
- Eight brand ambassadors, uniforms and on-site management
- Generator power, Saturday load-in, overnight lock-up and game-time strike
- Coordination with VaynerMedia and The Kraft Group on access, passes and placement
Bring It to Your Stadium
Our expandable event trailers open into a full branded room in hours and travel anywhere a tractor can go, from stadium plazas and fan fests to conferences and mobile marketing tours. See the Gillette Stadium project gallery, our work in Boston, or tell us about your game day.