For communicators, the Super Bowl is not just a big game. For many it allows an opportunity to reach a massive engaged audience—a Super Bowl for advertisements and messaging, if you will.
This week the Super Bowl is the big talk of the PR and marketing world. Discussions on which brands will make a splash, how much these campaigns are worth, and whether they really make an impact have circulated around all the trades.
It's Super Bowl week! Do your clients or organizations have any Super Bowl-related content plans this week?
If so, what are they? 🏈
— PRNEWS (@PRNews) February 6, 2023
Somewhat surprisingly a majority of respondents said no, their brand would not be involved with creating content around a Super Bowl theme. However, that doesn’t mean these communicators won’t be paying attention to creative examples others may deliver for future inspiration.
The Audience Opportunity
Major events in popular culture provide a real opportunity for brands large and small to get their message out to a sea of consumers. And it’s no longer just about buying an ad. Whether it’s a social media post, Super Bowl party metaverse or interactive exhibit through a QR code, you can connect with this massive audience through a variety of entryways that won’t always break your budget.
“Whenever we think of a major event, pop culture moment, or holiday, we always remember where we were, who we are with, and why it happened.” says Yesenia Reinoso, Founder & Principal, Y Communicate. “Brands want to pull heartstrings and formulate stories that connect audiences…bringing us back to that specific moment in time.”
In fact, according to the latest Seton Hall Sports Poll, among the general population, 43% of respondents say they’ll engage with social media during the game. And notably, 50% of the general population say they will comment at some point on the commercials via social media. Twelve percent of the general population say they will partake in second-screen engagement for the game. So there’s a real opportunity for content to resonate, no matter where it is being placed.
Creating a Content Strategy Around a Major Event
Reinoso notes the importance of researching your audience before deciding whether to go forward with a big event connection, which may not be for everyone.
“Brands know what their followers like, where they frequently see the content, the tone it needs to be, and how often it gets seen,” she says. “Make sure all multimedia is shareable and highly engaging…You only have a small window to capture their attention. Also, generate content that delivers a call to action.”
For PopCorners, which is debuting its first Super Bowl commercial, “Breaking Good,” data played a key role in connecting its audience with the event.
“We know consumers are interested in adding more variety to their snacking routine,” says Rhasheda Boyd, VP, marketing at Frito-Lay North America. “In fact, the Frito-Lay Snack Index found that 47% are specifically considering healthier options for Super Bowl snacks this year.”
An event where traditionally people consume mass amounts of snack food plus proof that these consumers were looking for healthier foods gave the green light to Frito-Lay to promote a lighter product like PopCorners in an advertisement and on social media.
Content Goals Can Vary
For a product like PopCorners, boosting sales is an obvious goal; however, those reasons for developing content at a popular time can vary, depending on the product or service.
David Kushner, social media manager at Marino, knows the attention pool surrounding the Super Bowl can be extremely crowded, and that it’s not an opportune time for everyone.
“We have brands that are creating content around the Super Bowl, but only if their marketing priorities align with the event or any of its accompanying elements and themes,” Kushner says. “We also have brands where it was prudent to not use resources to enter the very crowded Super Bowl conversation.”
A current food client wasn’t necessarily interested in boosting sales for the Super Bowl, but wanted to pair content that would keep them top of mind for any event—and the results could be seen on all scales.
“We paired a video billboard in Times Square with content on social media to reinforce the product’s desirability [when] hosting [an event],” he says. “Our goal…[is] to utilize the event to keep reinforcing the idea that when entertaining for any occasion, our client’s product is a necessity.”
Nicole Schuman is senior editor for PRNEWS. Follow her: @buffalogal