Every year in early February, hundreds of millions of viewers continue to tune in live to watch the Super Bowl. With such staggering viewership, it’s also the perfect opportunity for businesses of all sizes to launch a creative marketing or promotional campaign that takes advantage of the Super Bowl season.
While Super Bowl ad time can be too pricey for many organizations, and was sold out by November anyway, modern marketing can help any business build an effective promotional campaign around the big game that bolsters brand awareness, expands market share, and generates sales.
The following tactics will help you fold an effective and engaging Super Bowl marketing campaign into your annual marketing strategy.
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?
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. And it is the host of the most expensive ad placements in the world with slots going for more than $7 million for 30 seconds of airtime.
Not only has the Super Bowl seen record viewership over the last several years, but with Taylor Swift’s new association with the Kansas City Chiefs through her relationship with star tight end Travis Kelce, the Super Bowl in 2024 is expected to shatter previous viewer records.
“Swift’s presence is expected to spike viewership in a game that drew 115.1 million viewers in 2023... the ’Taylor Swift Effect’ could potentially increase the numbers from 115 million to 130 million.”
This phenomenon makes advertising around the 2024 Super Bowl an even richer opportunity for a wider breadth of businesses. With a projected 15 million viewers tuning into the Super Bowl just for Taylor Swift, there is a whole new demographic that Super Bowl campaigns can target.
With how much money a 30-second ad spot goes for during the Super Bowl, it may seem like an impossible dream for organizations operating on a smaller budget. But it’s not! Even though the headlines tend to shine on the massive amount of TV viewership and the astronomical ad pricing, a huge portion of the Super Bowl’s reach is digital, and therefore, accessible to anybody.
The phrase ”super bowl” is mentioned over 480,000 times during the month of the game and will generate over seven billion impressions, with an overwhelming number of them being positive. Using tools like social media and email, you can take advantage of Super Bowl mania by producing related content (like this blog!) or by inserting your brand into the conversation on social platforms.
For example, this year’s Super Bowl features the Kansas City Chiefs and the San Fransisco 49ers. As such, a hypothetical small bakery in California could run a 20% off promotion for anyone wearing 49ers gear during the weeks leading up to the big game. The campaign could be promoted on social media to save on cost and improve reach.
This is just one way a business could use the Super Bowl season and Super Bowl marketing to their advantage.
4 Ways Stores are Capitalizing on Super Bowl Promotions: Ideas for 2024
The National Retail Federation projects that spending around the Super Bowl is going to reach a record $17.3 billion in 2024, accounting for food, drinks, apparel, décor, and other big game-related purchases.
While corporations and conglomerates with the spending power will be hitting the pedal to the metal when it comes to ad time during the game, there are several ways that organizations with smaller marketing budgets can still carve out a piece of this $17.3 billion pie.