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. We will add to this list as more campaigns are released, so check back often.
Embassy of Japan
Ogilvy’s Washington, D.C. office worked with the Embassy of Japan to help quell the angst of Swifties everywhere to assure them that Taylor Swift would be back in time for the Super Bowl. In less than 12 hours, it issued an “official statement” on X (Twitter), utilizing Swift’s songs and album titles in a cleverly worded few paragraphs. The story was picked up by media outlets everywhere, and even made Jimmy Fallon’s monologue one night.
Chapel of the Flowers
The Las Vegas based wedding chapel said it will pay for Taylor Swift and Travis Kelce to say “I Do” at their chapel after the Super Bowl. The announcement by the chapel comes after rumors of an engagement have followed the power couple in recent months. However, the offer isn’t just reserved for Taylor Swift and Travis Kelce. Chapel of the Flowers have revealed they will offer a free wedding on TODAY to any couple named Taylor and Travis.
Despicable Me 4
Right before the National Anthem at the Super Bowl, an ad for the new Despicable Me 4 will run. It was voiced by Jon Hamm and shows how the Minions might be responsible for all the bad artificial intelligence out there. The movie opens in theaters nationwide on July 3.
The Players’ Tribune
The Players’ Tribune (TPT) and Kay Jewelers are expanding their long-standing partnership with a new branded content video featuring San Francisco 49ers star linebacker Fred Warner. In this latest installment, recorded shortly after the NFC Championship Game, Warner sits down with his expectant wife, Sydney, to offer an intimate glimpse into his emotions leading up to Super Bowl LVIII in Las Vegas.
Don Julio
Don Julio 1942’s distinctive bottle stands about 17 inches tall on retail shelves, but for the next several days, the recognizable fiery color and slim profile will loom large—1,149 feet, to be exact—over the Las Vegas Strip.
The Diageo brand has turned the Strat, the tallest freestanding observation tower in the U.S., into a massive recreation of its premium tequila for Super Bowl 58 weekend. The eye-catching stunt launches as Americans continue to fuel a tequila boom, with sales especially robust for top-shelf brands. (Price tag for 1942, bottled in hand-blown Mexican glass, is between $170 and $200).
It took two weeks to install the projection technology, which debuted late Thursday and will run until Sunday. The shape of the landmark building is remarkable similar to 1942’s packaging, which, according to VinePair, “serves as an homage to the agave plant, mimicking the leaves’ tall shape and gentle inward curvature.” – T.L. Stanley
Carter’s
Baby apparel brand Carter’s is taking kids to the Strip. The biggest football game of the year culminates with many fans “scoring” off the field. With reports of a baby boom about nine months post-game, Carter’s is doubling down on its Big Game baby blitz prediction, with a stunty campaign, activating a billboard at the corner of Tropicana and Las Vegas Blvd.
Hyundai
Hyundai isn’t in the game, but it has decided to go conquer the weekend in a Santa Fe. The brand is giving away its Instagram channel temporarily to some other brands, including Adobe, Bestfriends.org, Booking.com, Boys & Girls Club, Drumstick, El Patio Foods, Heal the Bay, Houston Texans, Igloo, Kennedy Space Center Visitor Complex, LA Rams, LA Chargers, Michael’s, Mint Mobile, Optimist Drinks, Opendoor, Planet Fitness, Red Lobster, Super73 Electric Motorbikes, Suplmnt, Wienerschnitzel, Weber Grills and ZOA Energy.
Cetaphil
Cetaphil’s “Game Time Glow” celebrates the bond between fathers and daughters. The campaign recognizes the growing popularity of football among pre/teen fans, fueled in part by Taylor Swift’s association with NFL tight end Travis Kelce. This trend has sparked a newfound bonding of fathers and daughters, with dads expressing gratitude for bridging the gap and bringing them closer to their daughters through a shared love of football.
Nike
Nike recently announced the upcoming launch of the Air Max Dn. Crowds in Las Vegas can now watch the Sphere transform into a larger-than-life quarter machine, featuring the Nike Air Max Dn All Night levitating among toy-filled bubble capsules. For those not in Vegas, try the at-home AR lens from Snapchat.
Subway
Along with agency partner Dentsu Creative, Subway will attempt to achieve branding recognition without being in the broadcast. The chain is rebranding the game itself by convincing referees to use their enormous platform to profess to the world their love of new Footlong Sidekicks with the first ever and completely unique “Sidekick Salute.” The social film, which launches on X ahead of and throughout the game comes on the heels of the launch of the brand’s Footlong Sidekicks.
Ubisoft
Ubisoft has partnered with NFL legend Marshawn Lynch for a Skull & Bones themed activation. Lynch was on the Las Vegas Strip engaging with fans, testing their pirate abilities, and ultimately building his best crew to dominate the pirate life and score some exclusive treasure. Lynch challenged fans to give him their best pirate impression for a chance to celebrate in his Beast Mode store and participate in an exclusive VIP Skull & Bones play session. 160/90 and the Football Greats Alliance are supporting the activation.
Pizza Hut
The pizza chain is banking on the pregame show to launch its new hope-to-be catchphrase, “Pizza wHut?” The spot from GSD&M showcases people enjoying the new Hot Honey Pizza & Wings. After their first bite, each person exclaims “Pizza wHut!?”—showing their excitement for the sweet heat. The campaign will unfold before the Big Game and roll out nationally in February.
A second spot, “Sweet and Heat,” features paparazzi-style footage of nice guy New York Giants quarterback Tommy Devito, out alongside Antonia Gentry, star of Netflix’s Ginny & Georgia. With just one photo of the two, #SweetAndHeat starts to trend. Broadcasters James Brown and Tiki Barber make cameos as themselves in the spot by Paramount Brand Studio.
Frank’s RedHot
The popular hot sauce is teaming up with Jason Kelce to prove you really can “put that s#!t on everything.” On Super Bowl Sunday, fans are encouraged to follow Frank’s social feed to see Kelce bring the heat to foods featured in Big Game ads. Participants in the #FranksSweepstakes are invited to share pics and stories of their favorite food and Frank’s combos for a chance to win one of 58 $1,000 cash prizes. Agency Colle McVoy had 13 business days from concept to production and went through 25 bottles of Frank’s over the course of the filming.
Primal Kitchen
Primal Kitchen’s buffalo sauce is taking on the Big Game in Vegas. In a digital OOH activation, the sauce touts itself as “the best dip on the strip.” In addition, the brand is giving out free wings at an event in the city as well as free swag and gifts.
Four Walls
The Irish American Whiskey brand from Glenn Howerton, Rob McElhenney and Charlie Day is getting into the Big Game spirit, inviting fans to share their game day celebrations this Sunday for a chance to win a custom Four Walls helmet signed by the gang. Designed by Green Gridiron, the custom helmets are made of the same premium materials that the pros wear and feature Four Walls’ signature throwback designs. Only three in total were made, and each features all three of the guys’ signatures. Fans can enter to win by sharing their celebratory moments captured during the game and tagging @FourWallsTheBetterBrown on Instagram.
Dietz & Watson
Meats and cheese purveyor Dietz & Watson has some ushers of their own for the Super Bowl. In partnership with independent agency Red Tettemer O’Connell + Partners, the Philly-based company recruited four real NFL stadium ushers to point people in the direction of the perfect Dietz & Watson products and tips to make the “living room” gametime experience almost like being in the stadium.
Dude Wipes
In the week leading up to the Big Game, Dude Wipes is taking over the Resort World Hotel in the heart of Vegas, with message visibility spanning from the Strip to the Boulevard to the Convention Center. This series of OOH digital billboard executions tout Dude Wipes as the only choice for a clean wipe after the inevitable bathroom runs during and after the game. In partnership with Clear Channel and agency Curiosity, Dude Wipes secured a series of placements surrounding the hotel, including a blitz in response to Taco Bell’s Live Más event on Friday, Feb. 9, which includes messages like: “TP is nacho best choice. Taco ’bout clean.”
Betway
Online gaming platform Betway is offering a snacker’s dream job opportunity. The company is taking applications for a Super Bowl Snack Tester to finally put an end to the debate on the best game day snacks. The successful applicant will receive 10 famous Super Bowl snacks and two dips to enjoy on game day. All they need to do is review each snack and dip, taking into account overall taste, ease of eating and snackability. Plus, there’s $255 for the winner.
Ashley
To celebrate the 2024 Big Game Weekend in Las Vegas, furniture store brand Ashley is opening up Ashley House, a free music and brand experience open to the public. Ashley House will take over DawgHouse Saloon and Sportsbook inside Resorts World for five days leading up to the Big Game. Fans can enjoy the comfort of Ashley’s game-ready lounge and hear music by Cooper Alan, Ernest and Hardy.
Old El Paso
In the lead up to the Super Bowl, Old El Paso has launched “The Most Valuable Taco” social campaign featuring former and current football superstars JJ Watt and Justin Jefferson. The collaboration between Old El Paso and Cinnamon Toast Crunch was executed by creative agency EP+Co and features a combo product called Dessert Taco Shells with “cinnadust.”
The two brands will take to their channels to introduce the “MVT” (Most Valuable Taco) with a hype video. The prize, a giant CGI taco trophy, will appear to arrive in Las Vegas at the Welcome to Fabulous Las Vegas sign.
Kawasaki and Great Clips
Kawasaki is going all in on the mullet. The brand has teamed up with Great Clips to offer free mullet haircuts to fans as they get ready for the Super Bowl. Inspired by Kawasaki’s mullet-heavy Super Bowl spot, fans can now live the free-flowing lifestyle that comes with the haircut. The first 15,000 fans who visit the dedicated mullet site will receive a coupon for a “business in the front, party in the back” haircut at a Great Clips. Goodby Silverstein & Partners created the Super Bowl spot.
Ollie
Ollie, a dog food and nutrition brand, has introduced a “Supper Bowl Extravaganza.” It’s a charitable social media push in partnership with Marley’s Mutts, a dog rescue organization. Each share of an Ollie’s post on Facebook or Instagram triggers a donation of a bowl of food from Ollie to a dog in need, amplifying the love with every share. As the Super Bowl approaches, Ollie will spotlight 11 Marley’s Mutts dogs up for adoption, each with a unique tale.
Carvertise
Carvertise, a rideshare advertising firm, has three clients, all in different industries, swarming the Big Game with branded rideshare vehicles featuring their marketing messages. One client, Western Governors University, is not only deploying fleets of branded cars to the Super Bowl, they’re also sending the cars to numerous events around Las Vegas leading up to Sunday. The company said a fleet of wrapped cars sitting outside every major event is can’t-miss advertising, for a fraction of the cost.
Ritz
Cracker brand Ritz recently debuted commercial starring new brand partner and quarterback Trevor Lawrence introducing the Ritz Blitzes campaign. During the spot, the quarterback rushes in to blitz a lackluster game day tailgate, turning it into an unforgettable and welcoming celebration, thanks to Ritz crackers.
Fans watching the Big Game can enter for the chance to win an Ultimate Sports Cave Makeover, including a brand-new TV, comfortable seating and entertainment games, plus, an array of additional prizes throughout the game curated by Lawrence. Follow @RITZcrackers on X and watch for blitzes.
DiGiorno
DiGiorno is giving pizza lovers and sports fans a chance to score free pizza during the Big Game. For the second year, fans can enter for a chance to win a DiGiorno pizza if a kick hits an upright or crossbar (causing a “doink”) at any point during the Big Game. This year, the brand is extending Doinks via a DraftKings partnership with pro kicker Robbie Gould to spread the news and offering discounts via Gopuff and Instacart. Visit this website to enter for a chance to win.
Mattel
Mattel’s most famous pink creation, Barbie, is getting an NFL makeover with a limited edition Super Bowl 58 Barbie. The doll comes in Chiefs or 49ers outfits, as well as a Super Bowl hat and foam fingers.
There are also Little People Collector Super Bowl LVIII Champions sets. These exclusive figures will be displayed in commemorative packaging designed to memorialize this year’s Super Bowl champions. But fans of both the Barbie and Little People should note that only the orders for the winning team will be fulfilled.
Fans will be able to preorder the figures starting Jan. 30 at the Mattel Creations site.
Jif
The peanut butter brand is looking to disrupt this year’s “ad bowl” with yet another campaign that’s “That Jif’ing Good.” The new campaign was created in partnership with PSOne, the Power of One solution for J.M. Smucker Co., led by agency BBH USA.
The new campaign surrounds the Big Game by tapping into the culture and lore of the ultimate football snack—chicken wings—and their often discarded sidekick, the unsung celery stick. The campaign, #SaveTheCelery, aims to rescue this often under-appreciated veggie with heartstring-tugging ads and an offer of a free jar of Jif peanut butter. In addition to TV, video, influencer partnerships with Jesse James Decker, and social running nationally, the brand will roll out a full 360-degree campaign, including sponsoring a segment on Hot Ones, delivery on Gopuff, and prominent podcast placements.
Lexus
The Madden NFL 24 Championship Series now has Lexus as the presenting partner of the Ultimate Madden Bowl. The Ultimate Madden Bowl Presented by Lexus kicks off Jan. 30 at EA’s Redwood City headquarters, where 14 of the top Madden NFL players will look to punch their ticket to the finals in Las Vegas on Feb. 9.
In addition to becoming the presenting sponsor, Lexus will receive virtual naming rights to its own Lexus Stadium inside of Madden NFL 24’s Ultimate Team mode. The partnership will also see the newly released 2024 Lexus GX onsite at the Ultimate Madden Bowl finale in Las Vegas.
Bingo Blitz
Teaming with legendary quarterback Kurt Warner, Playtika’s Bingo Blitz, a free-to-play bingo game, has an offer to football fans across the U.S.: If either defense blitzes to complete a record-breaking eight sacks in the Big Game, one lucky Bingo Blitz player will win $1 million.
Fans following the action and tallying sacks during the game can share their excitement on social media using #BingoBlitzBigGame across all channels. If the record is broken, Playtika will celebrate the winner in mid-February.
Tums
The antacid brand recruited Desus Nice as the official Tums Prop Bites Taster, where he dishes out all the hot takes on how to cash in on a savory opportunity. Tums Prop Bites is a platform where fans can make their free food picks and see how they stack up against the rest of the nation for a shot to win cash prizes. It’s free to play, and Tums and DraftKings are giving away a share of $10,000 to lucky winners. Visit TumsPropBites.com from now through Feb. 11.
In addition, there will be a live event in Las Vegas during Super Bowl weekend, Tums Prop Bites Food Casino, at Circa Stadium Swim on Feb. 9, where guests can play free games for a shot at prizes, including limited-edition Tums merch and products.
Medium Rare Productions
Events agency Medium Rare is putting on four events Super Bowl weekend, each featuring music, food and plenty of stars.
The events—Shaq’s Fun House, Gronk Beach, SI The Party and Guy’s Flavortown Tailgate—are proven pop-ups that have cemented Medium Rare’s place as the second biggest event producer at the Super Bowl outside of the NFL.
Shaquille O’Neal is the celebrity host for a music festival that’s also part carnival and features a full midway, games, rides and six hours of open bar and food.
SI the Party hits the Wynn XS nightclub the Saturday night before the game, with music from The Chainsmokers and Kygo.
Gronk Beach, hosted by Super Bowl winner Rob Gronkowski, will take over the Wynn’s Encore Beach Club with featured musical guest Afrojack, while Guy Fieri hosts Guy’s Flavortown Tailgate—Better With Pepsi, which is free for more than 10,000 fans.
Coors Light
Coors Light will air an ad in the NFC Championship game on Jan. 28. Once the ad airs, seats will officially open for booking on the Coors Light Chill Train, then new batches of seats will be released at 1 p.m. ET daily through Friday, Feb. 2. 100 passengers will be welcomed aboard the Chill Train through the “frosty power of CGI,” according to the website. It’s billed as a seat on the train inside a special slo-mo version of Coors Light’s Big Game ad.
Tostitos
As the official chip and dip of the NFL, Tostitos is headed back to the Super Bowl and opening the doors once again to its free, limited-time, immersive dining experience, “Tost by Tostitos.” This year the event will bring football fans and foodies together on a Las Vegas-inspired culinary journey with three different dining menus designed by Frito-Lay’s culinary team. And Tostitos is giving fans nationwide the opportunity to have their meal prepared and served by Minnesota Vikings quarterback Kirk Cousins, where he will swap out his helmet for a chef’s hat as he tries his hand at tableside service, Vegas style. Fans can reserve a spot here.
Cheetos
To celebrate the biggest day in sports, Cheetos is introducing its own version of a gametime snack staple: Cheetos Crunchy Buffalo. Cheetos has teamed up with Houston Texans quarterback CJ Stroud to create the second-best Super Bowl Party in Las Vegas for one lucky fan and five members of their crew. Fans also have the chance to win other second-best prizes to help game day taste even better, including a $22,222.22 cash prize. Head to the Cheetos Instagram page and drop a chicken wing emoji on specially designated posts.
Taco Bell
The fast food retailer is hosting Live Más Live, its fan-first product innovation livestream from Las Vegas on Feb. 9. The event will unveil 2024’s innovative products and iconic partnerships with musical performances, celebrity appearances, fan recognition and the opportunity to hear first-hand from the masterminds behind the brand.
The in-person event will be livestreamed, featuring offers for Taco Bell Rewards members only. Fans can also expect exclusive fan experiences, access to the culinary experts and creative minds behind the Taco Bell Test Kitchen, and a first look at food innovations to come, with attendees being the first to taste before anyone else.
HelloFresh
With the Super Bowl and Valentine’s Day just days apart, HelloFresh is unveiling a limited time Big Game Bites Box and Date Night Box, designed to take the stress out of hosting. Customers can pre-order HelloFresh’s Big Game Bites Box for delivery the week of Feb. 3, and the Date Night Box for delivery the week of Feb. 10 on HelloFresh.com.
Litehouse
Refrigerated dressing brand Litehouse is taking the tailgating experience to new heights with its “Litehouse in the House” campaign featuring America’s No. 1 ranch fan. The campaign gives Litehouse enthusiasts a slew of ranch dressing-forward prizes to win all season long, including a Ranch Cave Sweepstakes where one winner will receive a year’s worth of Litehouse ranch dressing and 50 second-prize winners will receive Litehouse Ranch-shaped pillows; and “Take It to the House” instant wins on Instagram, where every Sunday, Litehouse will celebrate the first time a player takes it to the house through an interception, kick-off or punt return for a touchdown.
