Buying a TV spot during the Super Bowl is a very effective way for a brand to reach a huge audience; the levels of awareness and lift it offers can make the return on investment well worth the exorbitant cost. Since 2010, the Super Bowl has regularly drawn well over 100 million viewersâmany of whom tune in just to see the high-profile, attention-grabbing adsâso itâs easy to see why a multimillion-dollar Super Bowl ad is such a sought-after media buy.
But how can a brand without the deep pockets of a large, multinational corporation capitalize on the Super Bowl for its own marketing purposes? Below, members of Forbes Agency Council share creative ideas that brands could use to leverage the event to engage their current and prospective customers.
1. Create A Fun Social Media Campaign
The TV is the new second screen, so harness and utilize the power of social media to engage your audience in fun and creative ways. Best of all, itâs free (mostly)! Create a campaign that doesnât simply focus on game-day promotion but builds desire and attracts your audience to take part in an engaging experience before, during and after the event. – Nicholas Lucin, DEFINITION 6
2. Leverage OOH Options Near The Host City
My advice would be to leverage other out-of-home marketing options that are near the host city. One example would be to utilize kiosks and screens for billboards and video at host-city airports to target people flying in and out for the event. – Spencer Hadelman, Advantage Marketing
3. Stage A âProtestâ
Marc Benioff famously staged a mock protest against âsoftwareâ at a rival companyâs event to kick off Salesforceâs massive success. It was a lot less expensive than a TV commercial, and it seems to have worked for him. – Andy Etemadi, EYEMAGINE
4. Host A âCommunity Watch Nightâ
I believe that a branded âcommunity watch nightâ could do the trick. Of course, it depends on the industry, but various brands have venues, stores or other physical spots where they could create an uplifting viewing experience. By doing this, you can be sure that customers will remember your brand way longer than they would if it had been among the actual Super Bowl ads. – Honza Borysek, advertia digital
5. Leverage Livestreaming Platforms
We suggest leveraging livestreaming platforms, such as Twitch and Kick, by collaborating with influencers on these platforms who resonate with the brand. Join forces with opinion leaders to host a live broadcast specifically centered around the Super Bowl. Additionally, conduct a giveaway or exclusive promotions to further enhance audience engagement and positively influence the brand image. – Michael Kuzminov, HypeFactory
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
6. Host A Live Social Media Event
Consider hosting a live social media event: Engage with fans in real time, reacting to the game, halftime show and commercials. Utilize influencers for wider reach, offer game-themed giveaways and create interactive polls or contests. This approach provides a fun, cost-effective way to join the Super Bowl excitement and increase engagement without the hefty price tag of a TV ad slot. – Danielle Wiley, Sway Group
7. Create An âAnti-Bowlâ Event Or Campaign
Catch the other half! A lot of people are not interested in watching the Super Bowl. Create an âanti-Bowlâ event or campaign that focuses on alternative activities for people to do that night. Offer a culinary night without any TV screens interrupting your meal. Or a special in-store sale that can only be accessed while the game is on. – Nhu Khue Ngo, OSK New York Inc.
8. Purchase YouTube, CTV Or Streaming Ads
Purchase YouTube, connected TV or streaming ads surrounding the Super Bowl. Craft engaging content related to the event, leveraging the widespread audience during the game. Implement interactive elements, hashtags or exclusive offers to drive online engagement. This cost-effective strategy extends reach and connects with the Super Bowl buzz without the high expense of a TV commercial. – Ivonna Young, The Lavender Agency
9. Do A Parody Of Your Competition
Openly parody a competitor of yours who is advertising during the Super Bowl broadcast. Consider the âGo Grannyâ campaign that Network Solutions did to compete with GoDaddy! – Duncan Alney, Firebelly Marketing
10. Run A Smart UGC Campaign
Running a smart user-generated content campaign costs you nothing but your time (and any swag or rewards you may want to give winners). Ask your followers to share their most creative and passionate Super Bowl experiences and memories. Acknowledge winners as your âSuper Fansâ and recognize them on your channel and with a meaningful gift. – Mary Ann OâBrien, OBI Creative
11. Partner With Other Local Small Businesses
Small businesses should consider partnering with other local small businesses and hosting a Super Bowl event! Have it catered with food and drinks. Also, run contests to give away promotional itemsâperhaps in a format similar to traditional âSuper Bowl Squaresâ or some other football-related game. It is a great way to show you care about your community, which will in turn make them care about you. – Jason Hall, FiveChannels Marketing
12. Create A Series Of Short âSuper Bowlâ Video Ads
Create your own âSuper Bowlââ ad campaign with a series of short video ads (15 to 30 seconds each) designed for social media that can be boosted and promoted leading up to the Super Bowl for maximum engagement and visibility. Lean into your personality and brand voice to create entertaining and memorable content piecesâsuch as by replicating iconic Super Bowl ads in your own style, for example. The goal is to entertain! – Katie Everett, Katalyst Productions
13. Create A Limited Edition Super Bowl-Themed Offering
Create a limited-edition Super Bowl-themed product or service and leverage guerrilla marketing tactics. Partner with local cafes, stores or even street vendors to distribute samples or coupons, creating a buzz around your brand without the need for a traditional TV commercial slot. This unconventional approach can spark curiosity and engagement with your target audience. – Fadi Agour, RPM: REAL PERFORMANCE MARKETING
14. Do Interactive Promos Via A Live X (Formerly Twitter) Thread
Start a live X (formerly Twitter) thread with interactive promotions and posts during the game. Post things such as, âIf there are two field goals made in the first half, we are going to tag two followers for a free XYZ.â As the big game goes on, businesses can keep adding trending hashtags to the thread to keep the good times rolling. Itâs live, interactive and, dare I say, much cheaper than a Super Bowl commercial! – Bernard May, National Positions
15. Create A Super Bowl-Related Content Marketing Strategy
Create a content and email marketing strategy by writing Super Bowl-related articles or creating Super Bowl-related videos focused on such things as party recipes, football history or game predictions, and send out a Super Bowl-themed newsletter that contains special offers or fun facts about the teams playing. This will help keep your brand in customersâ minds during the event. – Jonas Muthoni, Deviate Agency