Brands Find Creative Ways to Engage Super Bowl Audiences Without Pricey Ads
As Super Bowl LIX approaches, major brands like Avocados From Mexico, Frito-Lay’s Tostitos, and Mars’ Twix are implementing innovative marketing strategies to reach consumers without purchasing multimillion-dollar in-game advertisements.
Alternative Marketing Plays
Dozens of marketers are activating around the big game through regional ad buys, experiential activations in host city New Orleans, and partnerships with NFL legends. Notable campaigns include:
Tostitos’ QR code challenge featuring retired RB Reggie Bush
Tums and DraftKings’ playoff-long food pairing game with Vince Wilfork
Avocados From Mexico’s “Gronk AI” digital campaign
Marriott’s Jason Kelce lookalike contest for suite giveaways
“The Super Bowl has evolved beyond football into a cultural phenomenon that brings people together,” noted Scott Sutton, CEO of Later influencer platform.
The High Stakes of Super Bowl Marketing
With 30-second ad spots reportedly exceeding $8 million this year, many brands are seeking cost-effective alternatives. “Performance-focused clients need immediate ROI that traditional Super Bowl ads can’t guarantee,” explained Nicole Penn of EGC Group.
Capitalizing on Second-Screen Culture
Brands are increasingly targeting the 79% of viewers who use phones during the game (YouGov data), including:
Perdue’s Instagram show with Wayne Brady
Kia’s social media car giveaway game
Twix’s “Second Screen Staredown” gold bar contest
The “Taylor Swift effect” and growth of sports betting (projected to involve 1 in 4 adults) are further driving second-screen engagement. “Marketers must leverage mobile ads and contextual content to reach this invested audience,” advised Brkthru’s Jeff Hastedt.
Real-Time Marketing Opportunities
Even non-advertisers can benefit from the event, according to Omnisend’s Greg Zakowicz: “Brands will hijack trending moments through social ads and strategic hashtag use during the game.”
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