how to win the super bowl of marketing

thought leadership piece for Dentsu aegis network

Ah, the Super Bowl. Whether you come for the sports, the snacks or the spots, there’s something for everyone. No wonder it’s one of the most watched annual sporting events in the world, with a potential worldwide audience of around one billion people in almost 200 countries. This past year, we welcomed Super Bowl LIII in our own backyard of Atlanta, GA, hosting the matchup between the New England Patriots and the Los Angeles Rams on February 3, 2019.

Although a rare phenomenon in current culture, it’s safe to say that the anticipation for the marketing and advertising surrounding the Super Bowl rivals that of the game itself. Brands (and their budgets) flock to the annual event like Icarus to the sun. With so many vying for attention at once, the Super Bowl provides brands the opportunity to either shout their name from the rooftops or get lost in the noise, depending on how you play your cards.

Thankfully our friends in the marketing and advertising industry kept things interesting as we all settled in to watch the New England Patriots compete in their 195th consecutive Super Bowl. Pepsi throwing shade at Coca-Cola? A Skittles musical?? The Bud Knight joining the Game of Thrones Cast (sort-of)??? Good thing the score of that game wasn’t any higher, I don’t think we could have handled any more excitement.

There’s an interesting dichotomy that’s occuring. As viewership ratings go down, the cost of advertising and sponsorship goes up. A 30-second Super Bowl ad cost more than $5M in 2019, despite the fact that the Super Bowl was watched by the fewest people in 11 years, according to preliminary ratings figures from research firm Nielsen.

So, what gives? Is the juice of a highly-coveted Super Bowl spot worth the squeeze? Are live experiences surrounding the big game where all the action (and ROI) is? Should we all just abandon ship, save our dollars and hit the masses when they least expect it? On March 6, 2019 experiential and lifestyle marketing powerhouse MKTG teamed up with PR agency Media Frenzy Global to discuss just that. Hosting a panel of industry experts who played a hand in the Super Bowl in some form or fashion, we sought to answer the big question: How does a brand stand out and “win” the Super Bowl?

When asked about the value and ROI of investing in a Super Bowl spot, Jordan Lalor, Sr. Social Media Manager for Mercedes-Benz, pointed out that at the end of the day, the numbers speak for themselves. Having the attention of such a large percentage of the world’s population at the exact same moment in time is incredibly rare, and statistically, rivaled by very few other events. He then went on to say that “If, however, the conversation only happens during the game, that’s a loss (no pun intended). Our society is quick to forget, and we have short attention spans, so it’s important that you have an integrated and holistic campaign that begins not only weeks and days before the Super Bowl, but heavies up during the game and sets the stage to continue the conversation after the buzz dies down.”

Using the A-Class launch campaign as an example, Lalor went on to explain how Mercedes-Benz leveraged its Super Bowl campaign through a holistic, cross-channel approach. In addition to its not one, but two, 0:30 second spots introducing its newest entry level model, Mercedes-Benz told its story within many other facets of the big game. The campaign included a partnership with Jimmy Kimmel Live, where the spot debuted the Thursday prior to the Super Bowl, a social activation during the game, experiential activations at the NetJet & Rolling Stone parties, and product seeding that involved placement of 100+ A-Class vehicles around town throughout the weekend.

So, then the question becomes, can brands still create meaningful buzz and engagement during the Super Bowl without investing in a coveted commercial spot? As Jonathan Halitsky, Vice President of Client Service for MKTG, put it, “To have an opportunity to engage with fans in and around the Super Bowl is really powerful. While the audience for that face-to-face engagement is truncated, compared to the reach of a game-time commercial, the opportunity for meaningful engagement and inciting conversation on social is much higher. With all the noise that the Super Bowl brings, it’s important to focus your efforts on creating an authentic and impactful experience that elicits an emotional (read: share-worthy) connection with your audience.”

For example, DirecTV offered fans a curated lounge experience featuring exclusive content and opportunities to get up close and personal with players during this year’s Super Bowl weekend, as a way to say thank you to subscribers. The activation spoke directly to the value that NFL Sunday Ticket provides. It’s that kind of engagement that can “extend and elevate a brand, when you have the opportunity to interact with your audience on a live level,” Halitsky said.

When you get down to it, authenticity and relevancy are king. At big spectacles such as these, brands may be looking to capture fans’ attention in the moment, and turn to a catchy engagement tactic. Failing to link that with the overarching brand message can sacrifice stickiness, and turn the effort into a miss. That was certainly not the case for Pepsi, who took Coca-Cola’s hometown by storm and told its story in a very meaningful way.

Striking the perfect balance of traditional and non-traditional methods, Pepsi engaged with fans on multiple platforms before, during and after the game. Returning with a pimped-out version of its classic and iconic star-studded diner spot for the Super Bowl, the cola giant also took to the social/digital, live and out of home spaces with tongue-in-cheek messaging to let everyone know what's up. Poking fun at itself after a series of somewhat recent marketing faux-pas, Pepsi’s Super Bowl campaign centered on clearing up one very important question, “Is Pepsi ok?”

And clear the air, Pepsi did. Between the saturation of bold signage around town and a stealth PR stunt that went viral – a surprise visit to Coca-Cola to spark a #colatruce benefitting the United Way – media and fans alike were buzzing at a rapid-fire rate, making Pepsi the belle of the ball. While Pepsi brought new life to its traditional Super Bowl commercial (okurrr!), the live and experiential space is where Pepsi truly shined. Don’t call it a comeback.

So, let’s revisit our initial question: How does a brand stand out and “win” the Super Bowl? Taking a page from Mercedes-Benz and Pepsi’s books, one thing is for certain: relevant, authentic, and unexpected cross-channel campaigns that continue the conversation after the game will take you far. So will the all new Mercedes-Benz A-Class, starting at $32,500 MSRP. Isn’t that refreshing? Just like an ice cold can of Pepsi.