The Super Bowl is one of the biggest telecasts in history. When the Kansas City Chiefs won a dramatic match in overtime against the San Francisco 49ers last February, record-breaking domestic and global audiences watched on. It was the second most-watched broadcast in the United States since 150 million tuned in to watch the first man on the moon.
The NFL Super Bowl Reaches Beyond Sport
This background to the NFL’s showpiece provides the perfect opportunity for companies to market their products to a diverse and engaged audience. Although billed as a sporting event, the Super Bowl glorifies American culture, talent, and creativity as it appeals to a viewership that extends well beyond the sporting field.
Consumers spent over 17 billion dollars during the game last February. This number is expected to rise again as people buy bulk food and drink to watch the match or host Super Bowl parties with family and friends. They will also snap up products like televisions, furniture, and team colors.
It could just be that Patrick Mahomes’ red might be very popular should the Super Bowl betting odds be on the money. Whoever is there on 9 February will be a marketing executive’s dream promotional slot.
Marketing Campaigns For Super Bowl Can Engage Millions in Seconds
The most memorable marketing campaigns last well beyond the actual match. They start a trend, a conversation, a turn of phrase, or, in the modern world, an easily digestible repeat value that strikes the right note of emotional connection or humor. The Super Bowl commercials have become iconic and expensive mechanisms for companies to strike it rich in tone and sales. Last year, there was talk of $7 million being exchanged to grab the lucrative 30-second commercials.
Budweiser Wassup Commercial: An Instant Hit With Simplicity
The 2000 Budweiser commercial, shown during the first Millennium Super Bowl final, was a great case study. It revolved around friends having a cold Budweiser and calling each other over the phone to say, “Whassup?” Writing that in black and white is far less catchy than watching the finished product. Brewing company Anheuser-Busch reeled in the profits after selling an estimated extra 2.4 million barrels after the commercial was shown. Brand awareness rocketed, and sales went up by about 15 percent.
It then translated into a cultural phenomenon, repeated on TV talk shows, won awards, and even got a parody on the Cartoon Network.
Dunkin Donuts Sells Out After Ben Affleck’s Celebrity Cameo
There is no better example of celebrity power promoting a brand than the 2024 Dunkin Donuts advertisement during Super Bowl 57. The company is one of the most prominent coffee and donut companies globally, but they knew they had a hit on their hands when Be Affleck appeared in their 2023 campaign. The very next day, Dunkin sold more donuts in a single day than ever recorded before
In the 2024 version, Affleck returned with cameo appearances from his wife, Jennifer Lopez, friend and fellow actor Matt Damon, and the legendary quarterback Tom Brady. Within 20 minutes, the outlandishly orange Dunkin’ tracksuit that Affleck wore in the piece was sold out. There was compelling evidence of star power and an immediate effect on consumer behavior.
Doritos Asks The Viewer To Make The Commercial
Frito-Lay, a subsidiary of PepsiCo and maker of Doritos, launched one of the most memorable campaigns for a decade with its “Crash The Super Bowl” concept. This essentially challenged viewers to come up with a superior commercial than the brand itself could make. The winner would receive a cash prize, and their work would be screened on match day.
This was a creative move like no other. Rather than pitching a considerable amount to an ad agency to create a Super Bowl masterpiece, the company asked its audience directly to do the work. The results worked a treat, as many commercials like Goats 4 Sale, Cowboy Kid, and Time Machine ranked high on AdWords. The Crash The Super Bowl campaign has been rebooted after eight years away, just in time for the big game in New Orleans.
Viewing figures for the last two years have shown that the Super Bowl continues to break through to more viewers than ever. The celebrity endorsements, the trailers, and the commercial value of placing brands become ever more competitive at America’s most significant sporting event. The big match will continue to push the envelope and be where companies develop ever more innovative ways of connecting to customers.
