Pinterest Is Helping Brands Set Their Playbooks for Super Bowl LIII

People in the U.S. spent $15 billion on watch parties last year

80 percent of Pinners planning Super Bowl parties incorporated Pinterest into their planning Mahlebashieva/iStock
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The matchup has been set for Super Bowl LIII, and Pinterest shared some tips for brands on its platform looking to get in on the action when the Los Angeles Rams clash with the New England Patriots at Mercedes-Benz Stadium in Atlanta Feb. 3.

Pinterest said in a blog post that 80 percent of Pinners planning Super Bowl parties incorporated Pinterest into their planning.

The company added that 188 million people in the U.S. watched Super Bowl LII last year, spending $15 billion on watch parties, or about $81 per person.

Pinterest broke up its tips for brands into these categories:

  • Décor: Pinterest said brands should target interests such as decoration, home décor and DIY (do-it-yourself) party to reach people seeking to add football-themed décor to their events.
  • Food and drinks: Searches for mocktails on Pinterest are up 736 percent year-over-year, and Pinterest suggested that brands looking to make their mark in this sector target party food ideas, cocktails, drinks, party desserts and sweets.
  • Entertainment: People want to watch the Big Game on a big system, and Pinterest said searches for ideas related to home theaters trend upward as the Super Bowl approaches, suggesting interests to target including entertainment centers, electronics and sports.

Pinterest also shared two Super Bowl-related initiatives that it teamed up on with brands.

McCormick Spice and Frank’s RedHot joined with Pinterest on the Pinterest Party Playbook, a board featuring over 30 Pins and 15 recipes, each one a “Pinterest spin on a Big Game day play.”

And grocery retailer Kroger worked with a member of the Pinterest Pin Collective on the Underdog Recipe Campaign for its Simple Truth brand, with eight custom Pins providing recipes such as Pigs in a Duvet and Gorgonzola and Olive Stuffed Cheese Balls.


david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
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