SpaceXAI · Super Bowl LX
X Football City Diner
Culture outside. Controlled, measurable B2B momentum inside.
The brief
Super Bowl week puts the world's biggest advertisers, marketers and media leaders in one place. Rather than compete for attention with another multimillion-dollar commercial, SpaceXAI partnered with YW3 to turn San Francisco's iconic Fog City Diner into a three-day brand experience built around conversations, product demonstrations and business development.
X Football City Diner brought X, xAI, Grok, SpaceX, Starlink, Tesla and Optimus together into one ecosystem narrative, and tracked every guest, meeting and opportunity through CRM from the start.
The results
- 250+senior advertisers hosted
- 100+B2B meetings conducted
- 50+new business opportunities entered into CRM during the activation window
No spectacle. No wasted spend. Only deal flow.
The idea
Turn Super Bowl week into a revenue engine.
The opportunity wasn't to create more spectacle during the busiest advertising week of the year. It was to use the concentration of senior decision-makers already in San Francisco to create meaningful access and measurable commercial opportunity.
YW3 designed the experience around executive conversations, hospitality and live product demonstrations, making the brand experience work as a business-development platform.
The platform
Product wasn't just presented. It was demonstrated live.
Executive pods created space for real conversations and deal-making. Live integrations brought the SpaceXAI ecosystem into the environment and programming, while AdRanX was embedded directly into executive conversations through demonstrations.
Hospitality was calibrated around advertisers, partners and senior decision-makers rather than general foot traffic, turning the diner into a working command center for the three-day activation.
YW3 role
Strategy · Experience Design · Spatial Design · Production · Product Integration · Hospitality · B2B Programming · Measurement
