Brands are looking beyond TV spots to spur Super Bowl engagement

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 03, 2022, 4:35 PM GMT+0

Ahead of the NFL’s annual championship, brands are exploring new avenues to engage their audiences.

Brands this year are looking at opportunities beyond traditional ad spots to boost Super Bowl-time user engagement. Instead of splurging on guest appearances by celebrities in their Super Bowl ads, certain brands are leveraging TikTok challenges. Users are being asked to record their talents, upload the clip on TikTok with specific hashtags and stand a chance to get featured on the brand’s TikTok page.

Even brands that are sticking to ad spots are including CTAs to encourage customers to interact with the brand on social platforms. Others are designing their own virtual experiences, such as a virtual bar where fans can watch the game together.

Along with integrating digital and social media campaigns, brands are eager to engage with audiences in real-time. The Superbowl might even see platforms like FTX and making an appearance, hinting at a rush of other crypto-related ads in the game. Many brands are also looking to launch some sort of digital token.

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