How RedRock and Fenty Used NextMe to Manage Long Lines and Drive Engagement at Their Super Bowl Brand Activation
During Super Bowl LVII weekend, RedRock Entertainment, a leading experiential marketing agency, produced the “Turnt Up Tailgate” for Fenty Beauty, a rooftop brand activation in downtown Atlanta and Los Angeles. The event offered fans 1:1 beauty appointments, live DJs, exclusive giveaways, and influencer-friendly photo moments, all in high demand.
With long lines forming quickly and space limited by fire code regulations, RedRock needed a way to manage two separate queues while enhancing the guest experience and supporting Fenty’s sponsor, Square’s Cash App. That’s where NextMe stepped in with its powerful virtual queueing platform built for high-traffic brand activations.
The Challenge
Like many large-scale experiential activations, Fenty’s event faced a mix of logistical and brand engagement challenges:
Two long lines
One for general venue access, and another for exclusive 1:1 beauty appointments.
Rooftop venue capacity constraints
This required real-time monitoring and compliance with fire marshal limits.
Crowded sidewalks
Physical lines hurt the overall brand vibe and created safety concerns.
Sponsor visibility goals
Square’s Cash App needed a meaningful presence that aligned with the mobile-first audience.
Lost sales opportunities
Guests were walking away before their appointments due to long wait times.
The Solution: Dual Virtual Waitlists with Branded Sponsor Integration
RedRock needed a system that could manage both the crowd and the brand flow, without slowing anything down. NextMe implemented a two-tiered virtual queue to replace physical lines and help RedRock run a more efficient and brand-forward experience:
Real-time SMS notifications
Staff let guests know their place in line and when to return, freeing them to roam, eat, or play nearby.
Max capacity settings
Ensured the venue remained within legal occupancy limits while keeping throughput high.
Branded virtual waiting room
Displayed Fenty’s visuals alongside Square Cash App, allowing RedRock to feature both brands prominently in a single mobile experience.
Product purchasing links
Fans could browse and buy Fenty products directly while waiting, using Square’s mobile checkout.
The Results
By eliminating the physical lines and turning idle time into branded time, RedRock maximized both fan engagement and conversion opportunities. With NextMe, RedRock and Fenty delivered a standout fan experience that blended crowd control with brand and sponsor ROI:
92% fan retention
The vast majority of fans stuck around despite long waits across both virtual queues.
Maximized venue flow
Fans flowed in and out without violating fire code restrictions.
Increased sponsor visibility
The Square Cash App was promoted directly in the virtual waiting room.
Boosted product sales
Fans waiting for their glam session used Square’s embedded checkout to buy Fenty products.
Why Experiential Marketing Agencies Choose NextMe
For agencies managing high-traffic brand activations, NextMe is more than a waitlist tool. It’s a strategic platform for eliminating long physical lines, managing venue capacity in real-time, enhancing the fan experience, increasing sponsor visibility, and turning wait times into marketing and sales time.
Whether you’re producing a pop-up, festival activation, or large-scale event with limited space and high demand, NextMe helps you deliver seamless, scalable engagement.
Interested in powering your next event with NextMe?
Try NextMe free for 14 days or book a demo with one of our onboarding specialists.