At the Super Bowl this weekend, brands found themselves in a high-stakes showdown to capture audiences’ attention with their adverts during the intervals.
As always, the annual event was not just the pinnacle of American football, but a prime opportunity for companies to showcase their creativity and marketing prowess. Often the subject of hot debate, offerings from Hellmann’s, Uber Eats and Google Gemini were just some of the adverts reigning supreme this year, with plenty of celebrity endorsement, popular culture references, and humour.
As we reflect on this year’s game, let’s take a look at what brands can learn from the event and apply to their own advertising and marketing strategies.
Score a Touchdown in Seconds:
The Super Bowl is the definition of a prime-time opportunity. Brands have to ‘get it right on the night’ – especially given the cost implications of such ad spend. With consumer interest often fleeting and brands up against fierce competition, Super Bowl adverts demonstrate the importance of capturing attention within the first few seconds – something Stella Artois, Squarespace, and Jeep accomplished this year.
But, it’s not just about grabbing attention, it’s about keeping it. After all, we’ve all become accustomed to the usual trope of utilising A-List celebrity names, so much so that this in itself is no longer enough to keep our attention.
This applies to everyday marketing strategies, too. If tactics f ail to engage from the outset, the viewers may skip or swipe away, rendering the rest of the ad ineffective, and even damaging brand reputation (and as we have seen all too frequently, a celebrity endorsement could end up doing more harm than good).
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