# 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. Source: https://nextmeapp.com/case-studies/fenty-beauty/ [Case studies](https://nextmeapp.com/case-studies/) · [Events](https://nextmeapp.com/case-studies/?industry=events) 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. ![Fenty Beauty](https://nextmeapp.com/_astro/fenty-beauty.D5r2GXxx_Z1BmhcA.webp) - **Fenty Beauty** Client - **Events** Industry - **September 22, 2026** Updated ## The challenge 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 queuing platform built for high-traffic brand activations. ![Five models wearing Fenty Beauty makeup in a bright campaign photo](https://nextmeapp.com/_astro/fenty-beauty-models-campaign.CnEyV-Uh_Z1gsGPn.webp) 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.** - **Lost sales opportunities.** Guests were walking away before their appointments due to long wait times. ## The solution 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. ![Fenty Beauty’s branded virtual waiting room showing a guest 3rd in line, with a Team Fenty message sponsored by Cash App](https://nextmeapp.com/_astro/branded-virtual-waiting-room.D7ABDcGL_ZHoPax.webp) ## 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: - **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. ![Close-up of Rihanna with the Fenty Beauty wordmark](https://nextmeapp.com/_astro/fenty-beauty-rihanna-campaign.FHeBm5YV_HPgx.webp) ## 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. ## More event case studies - [NextMe Powers the Visit Anaheim Gifting Suite at Connect Marketplace with Cultivate](https://nextmeapp.com/case-studies/visit-anaheim/) — Events · NextMe ran the Visit Anaheim gifting suite at Connect Marketplace, serving over 900 hosted buyers with 84% retention and turning the wait into brand time. - [NextMe Powers the Virtual Queue for The Shop at Fanatics Fest NYC 2026](https://nextmeapp.com/case-studies/the-shop-at-fanatics-fest/) — Events · See how NextMe ran the virtual queue for The Shop at Fanatics Fest NYC 2026, giving nearly 800 fans their festival time back while staying engaged. - [How Hello Kitty Cafe Chicago Managed 4,600+ Guests at the World’s Largest Grand Opening](https://nextmeapp.com/case-studies/hello-kitty-cafe-chicago/) — Events · When Chicago police threatened to shut down the world’s largest Hello Kitty Cafe grand opening, NextMe’s hybrid queue moved 4,600+ guests off the sidewalk.