The Super Bowl is one of the most-watched television programs every year and offers a great marketing opportunity for many successful companies to captivate audiences across the country. Over 112 million people watched Super Bowl LII last year on NBC. 2019’s Super Bowl LIII is approaching, and CBS is reportedly charging upwards to $5 million for a 30-second commercial spot this year. Companies like Kraft-Heinz, Persil, Colgate, and others will be looking to capitalize on the Big Game’s huge audience. Major companies create unique content for the world’s stage to stand apart from the competition, but smaller operations can learn from some of the most effective Super Bowl marketing techniques that have been used over the years.
Know the Audience
Many people tuning in for the Super Bowl have no interest in the NFL, and companies should recognize that while planning their expensive TV time. The Big Game typically brings together a wide audience of families, friends, and co-workers, so sticking to content with levity, made to entertain people during an intense football game, has proven to be effective.
Use Multiple Ads
Companies like Anheuser-Busch, Tide, PepsiCo, and more have bought up to five minutes of ad time during a single Super Bowl. This tactic allows for a brand to be remembered and stand out from the rest of the competition. “This is a Tide Ad” went down as one of the night’s most memorable commercials
last year because of the many variations that appeared throughout the game.
Take Advantage of Different Mediums
The way people consume television today in the age of steaming services has changed advertising. 2 million people streamed the Super Bowl last year, and taking advantage of other platforms can increase awareness while spreading a brand’s message. Some companies either tease or release their Big Game ads on YouTube or social media in the weeks leading up to the game itself. Doritos and Kraft have also involved their audiences by putting out user-generated content.
Promote Unfamiliar Products
Having the attention of so many people is a rare opportunity and would be taken seriously by any company. Last year, Amazon’s first Super Bowl commercial of the night promoted Prime Video’s Jack Ryan. Amazon is obviously best known for its shopping service, but the online juggernaut decided to put
the focus on its steaming service to start off the night. Putting the spotlight on lesser-known products in front of a large audience is one of the most effective Super Bowl marketing techniques that any business can learn from.