Elmora Pharmacy gets in the game

ELIZABETH, N.J. — He may not be playing, but in the lead up to Super Bowl 2014, Ben Hertz touted his HME offerings using the Twitter hashtag #SuperBowl.

The tweet: If you're in town for the #SuperBowl and need medical equipment of supplies, call us! We can deliver to you!

“I am pretty involved in social media, so I put out things no matter how far fetched they might be,” said Hertz, store manager of Elmora Pharmacy. “If I get a call for a wheelchair rental or a knee scooter it makes it worth it.”

The provider is located about 20 miles from MetLife Stadium in East Rutherford, N.J., where the Seattle Seahawks were set to face off against the Denver Broncos on Feb. 2. It's also only two miles from Newark Airport, one of the country's busiest and a major national and international gateway. Elizabeth is also home to the New Jersey Mall, a popular shopping destination.

“You see a ton of people walking around killing time and waiting for the next flight, shopping,” he said.

With so many travelers passing through, Hertz is always looking to tap into that market—big game or not.

“We work with a guy who puts out a magazine called Travel Host in every hotel between Secaucus and Newark,” he said. “We have an ad in there. It's difficult to reach out to people traveling to your area.”

As for which team Hertz is rooting for in Sunday's game?

“I am what you would call a football hater,” he admits. “If anybody wants to go skiing, I'm down.”