The largest Tremendous Bowl moments don’t all the time occur on TV. 

That’s not a diminishment of the published’s energy. As a substitute it’s an enlargement of the artistic canvas round it.

Tremendous Bowl 60 is primed for an enormous artistic reframing—one the place relevance, proximity, and participation are more and more gaining momentum. Tradition strikes quicker than a single broadcast, and the manufacturers that win on Sunday aren’t simply those that present up throughout the recreation. They’re those that perceive how one can present up round it, and are designing quieter campaigns for the best folks, in the best locations, on the proper time. 

Manufacturers that succeed right here begin by figuring out the place their desired cultural consideration truly exhibits up––within the host metropolis of San Francisco, a particular platform, or a neighborhood—and exhibiting up with intent reasonably than sheer scale. The work is quieter, however usually extra exact. 

Challengers that gained across the fringes

Challenger manufacturers have embraced this strategy as a result of they’ve needed to. With out the funds or legacy presence, they search for the white areas others usually overlook or keep away from. Whereas some iconic Tremendous Bowl adverts commerce on familiarity and repetition, which could be the best technique for some manufacturers, challengers have the distinctive alternative to take smarter dangers by exhibiting up massive in sudden locations.

Final 12 months, Duolingo used their social accounts to touch upon this system in real-time, from translations that threw shade at dangerous performs to dropping a music lesson on A minor to match up with Kendrik Lamar’s halftime efficiency. 

It resulted in a ton of posts that have been hitting product RTBs whereas making a cultural assertion on the second, resulting in 41 million impressions and 0 advert spend.

Though Liquid Demise ran a Tremendous Bowl advert final 12 months and can again this year, again in 2022, it ran a regional ad that was so unimaginable to disregard they knew the discuss worth would make up for the dearth of a nationwide media purchase. Deliberately controversial, it racked up over 300,000 views in conversations on X, however acquired over 4 million views through folks reacting to it in locations like TikTok.

And an earlier use of this tactic can also be one of the efficient.

In 2015, Volvo asked fans to tweet the hashtag #VolvoContest each time some other automotive business aired to appoint somebody for a brand new XC60, activating an already engaged fan base and providing them one thing tangible. This led to a 71% gross sales bounce and earned roughly $44 million in natural media protection.