Direct Line Blog

Super Bowl marketing creativity continues to expand beyond TV

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Super Bowl marketing used to pretty much begin and end with the TV ad with perhaps some on-field product placement, sponsorships thrown in. The big, expensive, don't-hold-back 30-second spot that gives you access to a 150-million-plus captive audience. Last year's Super Bowl broke all previous rating records. Full audience demographics here. A compelling proposition for most brands.

Sunday's Super Bowl, though, continues the expansion of Super Bowl marketing creativity to the non-TV realm. In the last couple of years, brands advertising at the big game have realized they can extend the ROI on the millions they spend on these spots by using social media and other online or digital marketing tie-ins. In addition, even those not advertising at the Super Bowl are finding inventive ways to piggyback on the natural buzz around the game. Here are a few of some of my favorites so far:

  • NFL Foursquare badges
  • Mercedes-Benz holds a Twitter race
  • USA Today offers pre- and post-game day AR
  • Audi adds a hashtag to its ad (a little gimmicky but decent tie to social)

On Monday, we'll see you all for the post-guacamole breakdown of the weekend's marketing touchdowns and fumbles. Oh yes, I punned. There's probably a more clever pun in there, but being that I'm one of those that watches the Super Bowl for the commercials and salty snacks, I can't quite come up with a better one.

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