How Stores Are Capitalizing on Super Bowl Promotions

See how stores are capitalizing on Super Bowl promotions and taking advantage of the biggest event in the world to grow their brands.

Blog Post

5 minutes

Feb 08, 2023

Once a year, the Super Bowl captivates the world and it’s always interesting to see how stores are capitalizing on Super Bowl promotions to take advantage of the craze and how smaller businesses can find ways to take a piece of the pie.

It may seem like only huge corporations and organizations have the ability to find Super Bowl-related success, but, with today’s tools, any business can build an effective promotional campaign around the big game. 

Not sure if you have what you need to build out an extensive, effective marketing campaign? Download Impact’s guide, The Ultimate List of Marketing Resources for Any Campaign, to get the full list of what you need. 

Why is Super Bowl Marketing Advantageous for Businesses? 

Everybody knows that the Super Bowl is one of the most-watched and most-talked-about events every year. It regularly brings in hundreds of millions of viewers on television from all over the world. And it is the host of the most expensive ad placements in the world with slots going for more than $5 million for 30 seconds of airtime. 

For smaller businesses that don’t have millions in their marketing budget, the Super Bowl may seem like an impossible dream to take advantage of. But it’s not! Even though the headlines tend to shine on the gigantic TV viewership numbers and the astronomical add pricing, a huge chunk of the Super Bowl’s reach is digital and accessible to anybody. 

The phrase ‘super bowl’ is mentioned over 480,000 times during the month of the game and will generate over 7 billion impressions with an overwhelming number of them being positive. Using your digital tools like social media and email, you can take advantage of Super Bowl mania by producing super bowl related content (like this blog!) or by inserting your brand into the conversation on your social platforms. 

Are Super Bowl ads effective? | infographic

How Stores are Capitalizing on Super Bowl Promotions: Ideas for 2023 

To most businesses, landing a spot during the big game is an entirely unrealistic goal. But it’s still possible to try and carve out your share of the $15.3 billion Americans are expected to spend on Super Bowl-related things. 

The Super Bowl will dominate headlines and trending topics and it’ll be nearly impossible to avoid mentioning it in your marketing materials. Here are some ways that businesses of all sizes can take advantage of the craze and make their mark: 

1. Take Advantage of the Trends and Events 

The month leading up to the Super Bowl is filled with events, media coverage, and different trends that you can take advantage of. Whether it’s wild interviews, team coverage, celebrity news, halftime news, or anything that happens during the game, there will be countless opportunities to jump on hot topics. 

For example, everybody remembers the blackout during Super Bowl XLVII in New Orleans. When it happened, it dominated social discourse that night and in the days after. Many brands took advantage of the situation to promote themselves in a friendly, funny, and light-hearted way and many saw big successes in the amount of engagement they saw. 

In 2023, there will be plenty of these kinds of chances to hop on the social buzz and engage with huge amounts of people.  

2. Have a Social Media Plan 

Though there will be things you can’t plan for (see above), it’s still important to have a plan in place for how you’re going to handle coverage of the game’s events. There are endless ways for you to creatively make your brand’s mark on the game from live tweeting to making memes to predictions, and more.  

But, having a plan is critical because, according to Nielsen's ratings, Super Bowl viewers are using multiple devices so they can follow the live game and the social media reactions to events. 

With a strong plan in place, you can authentically add to that conversation, engage with your audience, and build awareness. 

3. Plan Themed Promotions 

Whether it’s in-store or online, a Super Bowl-themed promotion is a great way to get a slice of that $15.3 billion pie. During the time around the Super Bowl (and especially on the weekend of the game), people will be buying everything they need for their parties or events. With a specialized promotional campaign, you can place your brand and products in sight to catch some of the wave. 

4. Form a Full Marketing Campaign Around the Game 

There’s potentially a lot of money to be made during Super Bowl time. But you need to be organized to take full advantage. A day-of sale or promotion is nothing without a proper campaign backing it up. This means emails, content, and social posts promoting your business and promotion. You need audience data, ad placements, email cadences, and much more to build an effective Super Bowl campaign.  

The Super Bowl is not just a great opportunity for gigantic companies that spend millions. It’s also a great chance for smaller stores and businesses. If you take the time to build a strong campaign, you can leverage this massive event, too.

To build effective campaigns, and take advantage of big events like the Super Bowl, you need the best tools and tips. Download Impact’s Ultimate List of Marketing Resources guide to help you understand what you need to create successful campaigns. 


MarketingBrand Reputation ManagementPaid MediaBranding


Additional Resources

The Ultimate List of Marketing Resources for Any Campaign

What marketing resources does your business need to run successful campaigns? Find out what’s actually necessary for any marketing channel in this eBook!

Impact Insights

Our latest insights, articles, and videos delivered straight to your inbox.

More From Impact

View all Insights