The Super Bowl's marketing evolution: beyond the spot

by Anna Munhin Feb 7, 2023 News
The Super Bowl

The Super Bowl is when marketers get to talk about their work.

Who will take risks, tug at our hearts or look out of place?

In even the best economic conditions, spending up to $7 million on a 30-second spot can be difficult to justify.

It is still a great opportunity for brands to connect with a large audience, with over 100 million viewers watching the game. The way in which those connections are being made has shifted away from directly advertising within the game to embracing and maximizing the marketing opportunities around it.

Brain surgery is not happening here. It can be hard to justify spending more than $7 million on a 30-second spot for the Super Bowl. The brand has doubled down on its efforts to create buzz outside of it through pre-game events, music festivals, tailgates, and social media campaigns. The Bud Light Super Bowl Music Fest is one of the brand's innovative marketing initiatives.

Given the concerns brands are having with Twitter this year, TikToK is having its big game moment. 

Pre-game marketing has been influenced by social media. M&M's recent social media campaign, which seemed to hint at retiring its mascots, generated a lot of attention around the brand's upcoming commercial. The Arizona Super Bowl Host Committee unveiled a 44-foot cactus with lights that are sure to be a hit on social media ahead of the game.

TikToK is having a big game moment because of the concerns brands are having with the social networking site. FedEx invited six musicians who found audiences on the platform to perform live on the app during the halftime shows of the wild-card and playoff games instead of running an ad during the game

Experiential marketing has been shown to create lasting memories. The USAA salute to service lounge is an example. It provides military personnel, veterans and their families with a unique Super Bowl experience that includes entertainment and interactions with legends. The experience kicked off with a Super Bowl trip and tickets to the game, which were given away on social media.

Influencer marketing continues its ascent as brands collaborate with creators to reach younger audiences.

The Courtyard by Marriott Sleepover is a season-long social media contest that offers a Super Bowl weekend with a night in a Courtyard by Marriott hotel room and surprise appearances by football players.

As brands work with creators to reach younger audiences and create unique content for their own channels, influencer marketing continues to rise. Dozens of brands will have creators on the ground sharing content at their Super Bowl experiences.

Sports betting and social contests are making the Super Bowl more intriguing. Consumers can guess the contents of the Super Bowl commercial for a chance to win a share of a $500,000 cash pool.

There is every reason to believe this shift towards embracing marketing opportunities around the game will continue.

The shift towards embracing the marketing opportunities around the game will continue despite the fact that the Super Bowl remains a major opportunity for brands to reach a large audience. By using tech trends and social media to create experiences and collaborate with creators, game day brand buzz can go deeper.

Source + membership

You can access the largest advertising database. You can explore, present and collaborate with an intuitive toolset.

Learn More
Slate Slate

Your work is perfect on all devices.

Powerful streaming software is part of the custom-built for the advertising industry.

It's time to upgrade your showreels.

Request a demo