Marketing campaigns convene on Indianapolis ahead of Super Bowl

Indianapolis has been preparing for the arrival of New England Patriots and New York Giants fans for Sunday's Super Bowl, and marketing agencies around the country have also spent a lot of time getting ready.

WTHR reports that the organizations working to market the state of Indiana itself have been playing into overtime, trying to draw crowds the weekend before the kickoff. More than 140,000 people are expected to come to Indianapolis for the festivities, even though just 70,000 will be at Lucas Oil Stadium.

Campaigns featured special discounts on hotels and other attractions, the news outlet reports. Other promotions have worked to ensure that responsibility doesn't take a back seat to consumerism this football season.

Bud Light recently announced that it would be partnering with local law enforcement, the city officials, Yellow Cab of Indianapolis, Broad Ripple Village, Zink Distributing and AAA Hoosier Motor Club to advertise the importance of celebrating the Big Game responsibly. The participants will be distributing $25 cab vouchers, as well as promoting awareness about alcohol responsibility programs and the importance of picking designated drivers.

AAA Hoosier Motor Club will also be giving free tows and rides for adults who have consumed too much alcohol to drive their cars home.