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Adult Super Bowl Weekend Bash Mixes Marketers and Celebs

By Published on .

DETROIT (AdAge.com) -- Chrysler Group's Dodge brand, which is a Super Bowl advertiser, is one of four sponsors of Maxim magazine's "Circus Maximus" guerilla marketing bash,
'Maxim' magazine holds its fourth Super Bowl party and marketing extravaganza this weekend. Shown here are 'car wash' girls from Dodge's display last year.
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being held this weekend on a private ranch outside Houston.

In the event's Big Top tent, an all-new Dodge Magnum wagon will pull a circus cage full of go-go dancers dressed as lions and tigers, said Andy Clerkson, general manager of the racy Dennis Publishing title. Meanwhile, a Dodge SRT 10 pickup "will be dragged down the red carpet [entry] by strongmen with circus performers" on the bed of the full-size pickup, he said.

The Super Bowl is being played Feb. 1 in Houston and airs on Viacom's CBS.

Lingerie Bowl
Dodge's move comes just weeks after controversy forced it to withdraw as sponsor from the "Lingerie Bowl," a pay-per-view spectacle showcasing underwear-clad female models playing football that will air concurrently with the Super Bowl's halftime show.

The glitzy Circus Maximus is an invitation-only gala organized like a three-ring circus, adult style. Among the 1,500 private guests will be marketers, corporate and Hollywood studio executives, celebrities, athletes and fashion models.

Now in its fourth year, the heavily guarded party positions itself as a showcase and playground where new products can be seen by the rich and famous. Last year, Dodge used the occasion to show off its $500,000 Tomahawk motorcycle.

Products of all sponsors "are incorporated into the environment," he said. "It's not like a lame-ville trade show.

'XMen 2' star Kelly Hu on a $500,000 Dodge Tomahawk motorcycle at last year's Maxim marketers' party.
This is a glammy-glitzy, Oscar-style event." He declined to discuss sponsorship costs.

Three other Maxim advertisers paid an undisclosed amount to participate as sponsors for this year's circus: Sony Computer Entertainment America; Coors Brewing Co. and Allied Domecq Spirits & Wine North America, Mr. Clerkson said.

Sony has a branded area in the big tent called "PlayStation Eye Candy," featuring the interactive PlayStation EyeToy. Guests can also play a new PlayStation 2 game, "NFL GameDay 2004."

Coors Saloon
The Coors Light Saloon will offer its branded beer, a Borgata Casino, a mechanical bull and dancers.

Allied Domecq will provide its spirits at bars throughout Circus Maximus, including Stolichnya vodka and Sauza tequila.

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