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You just spent $7 million on a 30-second Super Bowl ad… and it flopped.
Sure, the Big Game winners get their share of fanfare; this year it was the Coinbase QR code spot, which offered a limited time promotion of $15 in free Bitcoin to new users, along with a $3 million giveaway. But the stakes are high, and brands that missed the mark—like those that relied on celebrities (70% of ads used celebrities in 2022 vs. 60% in 2021)—might see little to no ROI on a huge investment.
As we compare this year’s list of game day ad winners and losers, it begs the question: Do big-moment ad buys make sense in today’s always-on, digitally dominated landscape?
Here’s why brands should shift focus from traditional Super Bowl ads.
The cultural calendar is outdated
Traditionally, the Super Bowl has kicked off the annual calendar of big culture moments that includes the Oscars, the Grammys, the Olympics, NCAA championships and hotly anticipated mid-season premieres. Hopeful brands line up (and pay up) in hopes of making a big splash.
But this highly punctuated ad buying calendar doesn’t match up to the way consumers interact with media today. People will always enjoy a good Super Bowl ad, but consumers are looking for more than a one-time engagement. Many brands have caught onto this shift and pushed out their Super Bowl spots ahead of the Big Game in hopes of capturing more buzz.
While this is better than the one-and-done game day approach, a smarter strategy is to smooth out the marketing calendar. A mix of timely micro messages and interactive engagement based on what’s happening in everyday culture, combined with longer-term consistent and relevant brand messaging, better reflects the always-on nature of today’s digital cultural conversation.
This year, more brands are waking up to new ways to engage younger audiences. State Farm, for example, launched its Super Bowl campaign in the form of a TikTok challenge. #TeamStateFarm doesn’t feature huge celebrity guests but instead invites people to share their own videos for a chance to be featured in a commercial with Jake from State Farm.
Coinbase’s QR code screensaver was simple and disruptive. However, the overwhelming demand crashed the promotional website, leaving a bad experience for audiences not familiar with Coinbase. This is a great lesson learned: Every experience counts in today’s marketing world.
Consumers expect brands to show up everywhere
Today’s consumers—especially Gen Z—expect to engage with brands on a regular basis, and the conversation is taking place across multiple channels. People want to see their brands show up on social media—online, offline and eventually in the metaverse, with a message that’s cause-driven, contextualized, relevant and culturally on point.
Brands like Nike have mastered this new landscape. Last year, in lieu of a Super Bowl ad, Nike partnered with the National Football League and launched a $5 million girls flag football grant program. The brand took its game day message online with its “Stronger Than One” social campaign celebrating female football players over Super Bowl weekend. Nike has continued to push boundaries, recently diving into the metaverse with the acquisition of RTFKT well ahead of other marketers.
Brands are shifting to an always-on conversation
Instead of offering 30 seconds of entertainment, brands need to shift their focus (and investment) to creating multi-platform conversations that build long-term relationships with consumers. In lieu of a traditional TV ad, Miller Lite invited fans to its metaverse bar in Decentraland.
Contrary to the one-off Super Bowl smash hit model, today’s brands need to craft a consistent message that delivers throughout the entire year. Even better, brands should seek to involve their consumer in the conversation; instead of talking to them, they should be conversing with them. In this sense, your customer becomes a member of the brand.
Skincare brands like Fenty and Glossier have excelled in this must-have skillset. Unencumbered by legacy channels, savvy skincare brands are meeting consumers where they are and serving relevant and engaging experiences, partnering with influencers, offering virtual consultations and opening digital salons.
The bottom line
Brands that flopped on Super Bowl Sunday may still be feeling the million-dollar sting and, with awards season right around the corner, might be tempted to try to get it right with another big ad.
Instead of following the antiquated media calendar, brands should invest in an always-on strategy that continuously delivers a connected, consistent and relevant message across major events and multiple channels. This strategy better reflects the attention economy where TikTok has conditioned people to consume (or disregard) content in a matter of seconds. It builds lasting relationships with consumers and offers a better, more certain ROI.
