The Super Bowl has been called “The Marketer’s Holiday” for good reason. At $5 million for a 30-second spot, it’s one of the highest-grossing media events in the world. And with all the hype around previews before The Big Game, it’s become a frenzy to follow all the activity of the big brands before and after the game.
And while the Super Bowl is the ultimate in big brand marketing, there are a number of takeaways that would apply to a business of any size. Entrepreneurs can learn a lot from this year’s crop of advertising. After all, marketing is a spectator sport, and 2018’s spectacle was no exception.
Consider the environment
Context is everything. Make sure you serve up your brand messages in a way that is appropriate to the environment. The Super Bowl is a massive stage, but it’s also a space for family, fun, friends and gatherings.
So, advertisers stuck to lighter messaging, product benefits and sheer entertainment. Febreze is a great example. The brand reminded people who were throwing a Super Bowl party that there is a key ingredient that they shouldn’t leave out.
Use multiple channels
The best Super Bowl advertising used multiple channels to spread a fully integrated campaign. In those cases, the broadcast advertising is just the launching pad. Many previewed the spots ahead of time via YouTube, utilized influencer networks to review and share, built installations onsite at the game and maxed…
