Crash the Super Bowl that received the most votes, "Live the Flavor" aired during the 2007 Super Bowl. Though the five 2006–2007 finalists were flown to Detroit, they did not actually attend the Super Bowl. Instead, they watched the game from a private party near the stadium. In a move that has since become a Crash the Super Bowl tradition, no one, not even the finalists, knew which commercials would air before the game. "Live the Flavor" was the first consumer-generated ad to ever air during the Super Bowl and it was ranked the #4 best commercial of the game on the USA Today
Super Bowl LI hosted Super Bowl Live, a 10-day festival which featured live concerts and other attractions, including projection shows, fireworks shows, and a virtual reality attraction, "Future Flight", in conjunction with NASA. The neighboring George R. Brown Convention Center hosted the annual NFL Experience event, which featured interactive activities and appearances by players. Super Bowl Opening Night, the second edition of the game's revamped media day, was held on January 30, 2017 at nearby Minute Maid Park. Super Bowl Live was organized by the Houston Super Bowl Host Committee, which was led by Honorary Chairman James A. Baker, III, Chairman Ric Campo,