For years, the 30-second Super Bowl spot was the holy grail of advertising. It was a moment where brands could reach millions of viewers in a single go, and the best commercials became as memorable as the game itself. But as the digital landscape has evolved, so too has the playbook for Super Bowl marketing.
Today, a 30-second commercial is just one part of a larger strategy that encompasses digital integration, social media engagement, and interactive experiences designed to engage audiences long before and after the big game.
Pre-Game Teasers and Social Media Buzz
In the past, Super Bowl ads were a one-and-done experience, airing once during the game. Today, the entire Super Bowl marketing campaign is a months-long event. Brands are no longer waiting for game day to capture attention; they start building anticipation with teasers and sneak peeks weeks or even months ahead of the event. Social media is a key tool in this new playbook.
Companies now tease their ads on Twitter, Instagram, and TikTok, creating a buzz long before the commercial airs. Teaser trailers or cryptic posts stir curiosity, giving fans a reason to talk about the brand. This pre-game excitement builds momentum, ensuring that when the actual ad airs during the Super Bowl, it’s not just another commercial; it’s a highly anticipated cultural event.
From Product Pitches to Emotional and Social Campaigns
A big shift in recent years is the move away from purely product-driven advertising. Instead of just showcasing what a product does, many Super Bowl ads now focus on telling a compelling story or addressing larger cultural issues.
Super Bowl advertisers are tapping into emotions, whether it’s nostalgia, humor, or touching stories, to create a deeper connection with viewers. For example, Google’s 2020 Super Bowl ad didn’t just talk about the search engine; it told a heartwarming story of a man using Google to keep the memories of his late wife alive.
These kinds of emotional ads are a far cry from the hard sell of yesteryear, where brands simply pushed product features. Instead, the ads strive to connect with audiences on a personal level. Moreover, brands are increasingly addressing social issues like diversity, sustainability, and gender equality.
Campaigns like Nike’s “Dream Crazy” or Always’s “#LikeAGirl” have used the Super Bowl as a platform to send powerful social messages, aligning their brands with movements that resonate with audiences, particularly millennials and Gen Z.
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The Integration of Digital and Interactive Elements
While TV spots still dominate Super Bowl ad slots, brands are expanding their reach through digital and interactive elements. The 30-second spot is now part of a larger, cross-platform strategy that involves social media, streaming platforms, and even augmented reality (AR).
Some brands have started creating supplementary content that can be accessed digitally. This includes extended versions of their ads on YouTube, behind-the-scenes content on Instagram, or interactive experiences on brand apps.
For example, in recent years, Budweiser and Doritos have rolled out extended digital versions of their Super Bowl ads that allow viewers to dive deeper into the story or experience the brand in a more immersive way. AR has also emerged as a powerful tool in Super Bowl marketing.
Using advertising platforms like Snapchat or Instagram filters, brands can create virtual experiences that fans can interact with during the game.
For instance, Taco Bell introduced an AR filter that allowed users to create their own Super Bowl-themed Taco Bell ads. These interactive moments allow brands to extend the life of their campaign well beyond the commercial break.
Real-Time Marketing and Reactive Ads
The Super Bowl is a live event full of unpredictable moments, and savvy brands are now capitalizing on those real-time opportunities to engage viewers. The rise of social media has turned the Super Bowl into an ongoing conversation, and brands that can react quickly to moments during the game have an opportunity to grab attention.
One of the most famous examples of real-time marketing came in 2013 when Oreo posted a tweet during the Super Bowl blackout: “You can still dunk in the dark.” The tweet went viral and demonstrated how brands could capitalize on unexpected moments in real-time.
Since then, many brands have followed suit, using quick-witted social media posts to engage fans during key moments of the game. Brands like Wendy’s, M&M’s, and Tide are particularly known for their clever real-time social media responses.
However, this year, there was a notable shift during halftime: many viewers, instead of tuning into the official broadcast, turned to alternative coverage, notably a broadcast led by Charlie Kirk’s wife.
This shift highlights how fractured the viewing audience has become, with individuals now engaging with content on platforms and channels that suit their personal preferences, rather than the traditional networks. This new trend could influence how brands approach halftime ads and even real-time engagement moving forward.
Celebrity Endorsements and Influencers
Celebrity involvement in Super Bowl ads has always been a significant part of the spectacle. However, the role of influencers—particularly those on Instagram, YouTube, and TikTok—has become just as important as the A-list stars.
Influencers are often used to amplify Super Bowl successful marketing campaigns, bringing a more authentic, peer-to-peer style of promotion that resonates with younger audiences.
Brands now tap influencers to create content that ties into their Super Bowl commercials. For example, in 2021, many brands used influencers to create buzz around their ads before they aired, and after the game, influencers helped share and engage with the commercials in a way that felt organic to their audience.
Expanding the Super Bowl Ad to Other Platforms
While traditional television remains a central part of Super Bowl advertising, the game itself is no longer confined to TV. Streaming services like Hulu, YouTube TV, and Peacock now carry the game, which means that advertisers must consider how their ads will appear across these digital platforms.
For example, brands might tailor their ad to fit the viewing experience of a Hulu or YouTube TV audience, integrating call-to-action elements or encouraging viewers to engage with the brand through streaming apps. By creating content that works seamlessly across both digital and traditional platforms, brands ensure that their marketing efforts reach a wider audience.
The Growing Role of NFTs and Cryptocurrency Ads
In the past few years, the rise of cryptocurrencies and NFTs has introduced an entirely new dynamic to Super Bowl marketing. In 2022, platforms like Coinbase, eToro, and Crypto.com made their Super Bowl debuts, showing how brands from the digital finance world can also benefit from the exposure and hype surrounding the big game.
These ads often focus on futuristic themes and digital technologies, tapping into a tech-savvy, younger audience that’s eager to engage with cutting-edge products. As the popularity of NFTs and decentralized finance (DeFi) continues to grow, these types of ads will likely become more prominent during future Super Bowl broadcasts.
Conclusion
The Super Bowl has always been a major advertising platform, but as technology and consumer behavior continue to evolve, so too must the strategies that brands use to connect with audiences. Today, the 30-second spot is no longer the sole focus; it’s a critical component of a larger, multi-channel marketing playbook that includes social media, real-time engagement, influencer marketing, and even interactive technologies like AR and NFTs. Companies like Centric are leading the way in digital-first experiences, ensuring brands leverage cutting-edge tools to maximize their reach.
As we look to the future, the Super Bowl will continue to be a space where brands can experiment, push boundaries, and create marketing moments that go far beyond the game itself. Whether it’s through immersive experiences, social media buzz, or celebrity-driven content, the new Super Bowl marketing playbook promises to keep things fresh, engaging, and ever-evolving.
