We’re officially in the midst of the playoffs, and with that, there’s one thing on everybody’s mind. Something big, something exciting, something…super. 😉
For us marketers, we know that the real show is what happens in between the game. We laugh, we cry, we take notes on some of the most impressive commercials of the year. And the best part? Everybody’s watching!
And we mean…everybody. According to the NFL, the average record audience for last year’s big game was 127 MILLION people. That’s a lot of views 👀.
That’s why we believe this is actually an underpriced moment (yes, even at $8 million per spot.) Yes we know that might sound crazy, but hear us out: not only does the Big Game guarantee millions of views, but it offers opportunities that outlive its release.
So, that means if you’ve secured your spot, the biggest challenge is ensuring that your brand’s thirty seconds of fame is engineered for maximum social reach. And luckily we’ve created the ultimate cheatsheet for you (and trust us, the end result is better than any trophy).
👉Here are 4 of our ultimate tips, just in time for kickoff and here to help you win the Big Game:
Architect Your Advertising Spot For Brandformance
The first step to winning the game is understanding that ads are an opportunity. Interaction is crucial, and the brands using their spots to leverage more than just views are the ones that will see a major impact.
Your spot should not only entertain, it should also drive a measurable call to action. Start by collecting consumer data through QR codes or SMS opt-ins during your commercial, like in the Scott’s Miracle Gro 2021 “Keep Growing” campaign.
Studded with celeb cameos and gardenscapes, this spot was not only a hit, but it collected one million texts for first party data during the Big Game, successfully enabling audiences to partake and learn more.
Surround Sound Your Brand Messaging
When prepping your message, don’t treat it as a one time thing. Your spot shouldn’t start during gametime, it should already be set in action, and continue to build momentum after the Big Game.
Instead of treating a spot as a one-off, brands should create an integrated campaign that combines pre-game hype, in-game ads, and post-game engagement. With this approach, brands can ensure continuous audience interaction that results in a significant increase of impressions and engagement.
@reeses REESESCaramelBigCup… it’s a YESSSSSS
♬ original sound – Reeses
For example, this Reese’s spot with football legend Jason Kelce. Two weeks in market earned Reese’s more impressions than their past two years on social, turning a moment into a movement.
Break the Feed & Format
To create something memorable, we encourage brands to flip the script, and try something that they’ve never done before.
Consider including interactive elements or unique storytelling methods that drive additional content viewership and engagement long after the Big Game.
Take Planters “The Roast of Mr. Peanut” commercial. Not only did Mr. Peanut grace our screens during the game, but he continued the program with a full length comedy special that hit streaming. In total, this campaign drove 10k+ additional hours of content viewership post the Big Game.
Focus on Underpriced Attention for Talent & Media Buys
Finally, we’re ending on an important one, so no skipping! Recognize who and what is underpriced, and use that to build conversation. For a spot as monumental as this one, we recommend adopting the same approach.
Here’s what we mean. Brands need to leverage underpriced talent and strategic media buys to maximize reach and ROI. By identifying cost-effective opportunities, brands can amplify their message across multiple channels efficiently.
That’s exactly what we did with Sabra’s 2020 spot. 67% of viewers who saw TVC saw Sabra content on 3+ channels. That means a whole lot more exposure, plus significant reach and engagement.
Time For Your Next Gametime Decision
With 12 Super Bowl spots in the last 6 years (and more to come this year…stay tuned 😉), we live and breathe for this time of year.
We believe the Big Game is one of the biggest opportunities for brand-building that transcends social media strategies.
That’s why, following the Big Game on February 9th, we’ll be live streaming a virtual podcast MFTN After Party hosted by Jim Stengel and our very own Gary Vaynerchuk. They’ll be diving into all of the marketing moments you won’t be able to stop talking about from the night before. Tune in on our VaynerX YouTube channel.