MoonPie Over Mobile is one of the largest New Year's Eve celebrations in the Central U.S., taking over Downtown Mobile, Alabama each December 31 with the MoonPie drop, live concerts, a second line parade, and a midnight fireworks and laser show. The event draws as many as 60,000 attendees for one night of citywide celebration. The crowd is broad and celebration-driven, mixing music and dance fans, families, and out-of-town visitors who fill hotels during a normally slow week, with a social following near 16,000 amplifying the night in real time. MoonPie Over Mobile generates over $3M in earned media annually across TV, radio, digital, and social. Through premium integrations, experiential activations, and VIP hospitality, brands can own a piece of New Year's Eve itself rather than compete for attention within it.