Make it epic, w/will.i.am

Super Bowl

William Adams, known as will.i.am, exemplifies how to leverage major events like the Super Bowl to amplify brands creatively. During the 2011 Super Bowl, he orchestrated a groundbreaking halftime show with the Black Eyed Peas, incorporating technology and partnerships to maximize impact. Reid Hoffman highlights how Will's strategic use of timing and collaboration turned the event into a platform for broader brand exposure 1. Will's innovative approach included a unique ad campaign with Salesforce, demonstrating his ability to create new opportunities even when traditional avenues were unavailable 2.

I had everybody in the light-up suits form an arrow and lean forward so they could point to the beat. I was like, look, I have an arrow that's pointing to what you need to pay attention to.

--- William Adams

This creative vision not only captivated audiences but also set a precedent for future collaborations and innovations.

   

Partnerships

Interdisciplinary partnerships have been a cornerstone of will.i.am's success, allowing him to transform opportunities into epic achievements. By collaborating with diverse industries, he has demonstrated how unexpected partnerships can exponentially grow opportunities. Jeremy Siegel, an urban designer, illustrates this with a project in New York City, where a disaster led to innovative urban design solutions 3. Will's work with the FIRST Robotics competition is another example, where he leveraged his Super Bowl lessons to create a televised event that attracted major sponsors and increased visibility 4.

Instead of begging the network to air a noble ratings loser, Will restructured the event and sponsorships in a way that would attract attention, which attracts more sponsors.

--- Reid Hoffman

These partnerships highlight the power of combining creativity with strategic alliances to achieve groundbreaking success.