visa: square stops here
experiential concepting | experiential copywriting| influencer marketing
with over 70,000+ football fantatics jetting off to san francisco for the 2026 Super Bowl LX, Visa and Square knew there was a golden opportunity to take out-of-town visitors on an immersive journey where they can explore, eat, and shop their way through town and show love for the small businesses that make the golden city truly iconic.
welcome aboard Square Stops Here — a three-day hop-on/hop-off bus tour experience highlighting 22 Square merchants across san francisco. the adventure began the moment passengers stepped onto the bus, where local bay area native Theo Mitchell doubled as our trusty tour guide, dishing out surprise gift cards and neighborhood trivia along the way (for starters, did you know that two rival mexican restaurants in the mission both claim to have invented the mission-style burrito? talk about literal beef)
we equipped each rider with the ultimate starter pack — aka a branded tote bag, wristband, and foldout map. plus, at select Square businesses on the tour, our riders enjoyed exclusive perks like free product, swag, and discounts. what more could you ask for?!
the bus routes
thanks to our handy tour map (believe it or not, physical paper maps still exist), guests had the freedom to choose their own adventure with 3 themed bus routes running through various san francisco neighborhoods, with unique Square businesses to visit at each stop:
Legends of the Bay: a tribute to the bay’s all-time greats, ranging from historic institutions to game-changing makers
All Stars Tour: a spotlight of the city’s small businesses MVPs featuring top-rated spots and award-winning joints
Tailgate Party: a city-wide celebration where san francisco’s local storefronts gear up fans for the ultimate game day extravaganza
vip influencer tour
ahead of launch day, we invited a diverse crew of local SF creators to strap in for a special Square Stops Here preview tour, with the end goal of driving momemtum and buzz about our bus experience to both natives and tourists alike.
total impressions: 137,400+
total reach: 109,100+
total link clicks: 4,200+
the recap
total registrants: 3,229
total bus riders: 606
total participating square merchants: 22