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NBC made headlines after attaching a record-breaking $6.5 million price tag to 30-second Super Bowl 2022 ad slots. That’s not stopping brand giants like Lay’s, GM and Pepsi from scooping them up—it’s just a drop in their annual marketing budget.
There’s been debate among industry insiders in recent years about whether the NFL’s championship game is still the holy grail of advertising, but for most brands that conversation is irrelevant. The unattainable price point means playing in the Big Game isn’t an option.
Yet even without a massive budget, the most creative brands will still capitalize on the day, driving fresh sales and making a lasting impression on their audiences. Here are three ways for brands to be agile this Super Bowl Sunday, and in turn see a measurable impact.
Look beyond the television
The television isn’t the only screen people are looking at during the Big Game. With over 60% of viewers looking forward to the ads, anyone that’s attended a Super Bowl party knows there’s a significant group of people who pay little attention to the actual game.
Cellphones don’t go away during the game, so engaging with fans on mobile during strategic moments (avoiding commercials and the halftime show) is one of the best ways to boost engagement. Texting fans an on-topic video, meme or GIF relating to the game can capture attention without a hefty price tag.
Have the team ready to act fast
Sports move quickly and the Super Bowl is usually under four hours, plus a 12-minute halftime show. Employing an effective marketing strategy for the event requires a team that’s prepared to forgo the festivities so that strategies can be deployed in real time. It’s useful to have all decision-makers in the same room and a clear approval process in place so that content can be edited and approved within minutes. Missing that brief window often means it’s too late.
While there’s some level of preparation and planning that can be done in advance, the most talked-about moments of the game often happen during moments that can’t be predicted. Being one of the first to react on real time platforms like social media and text will set brands apart from the competition and increase their relevance.
Lean into gamification and prizes
Sports are all about competition, and the Super Bowl is the ultimate football rivalry. Since the early days of online shopping, gamification has been a tried-and-true technique for improving sales and conversions. Brands can lean into this idea by allowing fans to compete for rewards during the game.
To modernize the approach, brands can give fans the opportunity to vote in real time on topics like “Whose halftime performance was better?” or even just making a guess about who is going to win. Offering discount codes or free items for participation makes the experience not only fun, but also engaging and rewarding.
These are just a few of the ways brands can get creative this year among a core group of consumers. While these tactics may not get you in front of all 96.4 million people who will see any given Super Bowl commercial, for growing brands, reaching a highly targeted audience is everything, making this a great place to start.
For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl 2022 Ad Tracker and the rest of our stories about the Big Game. And join us on the evening of Feb. 13 for the best in-game coverage of the commercials anywhere.
