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Running an ad during the Super Bowl broadcast costs a lot of money. Aside from the reported $7 million for a 30-second ad buy, there are huge production costs and, most likely, a big celebrity fee on top.
Many brands are opting out of the game in favor of being somewhere around it. Pre-Super Bowl campaigns can generate buzz, while experiences, parties and activations can target a coveted demographic while making an impact on social.
Adweek has compiled this year’s biggest Super Bowl-adjacent campaigns, from brand activations to celebrity-led parties.