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January 17, 2024

How to Use Super Bowl Marketing to Create Brand Advocates

 A group of football fans intently watch the game on the tv

The Super Bowl is the holy grail of sporting events, but it’s not just football fans who get excited for the big game. For marketers and advertisers, the Super Bowl represents a prime opportunity to connect with prospective customers—and if they play their cards right, turn them into brand advocates. 

This term, if you aren’t familiar, refers to individuals who spread the word about your brand organically. They’re your super fans. If there was a football game they could play in, they’d do so wearing a jersey with your brand colours—you get the idea! 

In this article, we’ll walk you through the most effective ways to harness Super Bowl marketing to create these advocates without running a million-dollar television ad. 

Ready? Let the games begin! 

Why Brands Need to Leverage Super Bowl Marketing

With over 100 million viewers tuning in annually, the Super Bowl offers brands an unparalleled platform to elevate their visibility and engage with consumers on a monumental scale.

In an age where competition for consumer attention is fiercer than ever, leveraging Super Bowl marketing presents an invaluable opportunity for brands to cut through the noise, forge emotional connections, and leave a lasting impression on audiences.

By strategically capitalizing on the Super Bowl's immense reach and cultural relevance, brands can amplify their message, foster brand advocacy, and ultimately, drive sustained growth and success.

6 Super Bowl Marketing Strategies that Work

A group of football fans gather for the game with drinks and snacks

Image source: Canva

1. Get Creative On Social Media

Leverage social media platforms to amplify your Super Bowl marketing efforts and engage with consumers in real time.

Around 43% of Super Bowl viewers browse social media platforms while watching the game, which means you have a huge opportunity to join the conversation and engage your audience with creative and relevant content.

Create branded hashtags, launch Twitter polls, or host live Q&A sessions to foster conversation and interaction. Encourage user-generated content by inviting consumers to share their Super Bowl experiences or reactions related to your brand, and reward them for their participation. 

By harnessing the viral nature of social media, you can extend the reach of your campaign and cultivate a community of brand advocates who actively promote your brand to their networks.

The key is to be authentic, timely, and entertaining without being too promotional or salesy. Remember: you’re not just trying to sell your products, you’re trying to build a relationship with your audience.

Take notes from these effective social media campaigns from last year’s event:

2. Sub Influencers Into the Game

Speaking of social media campaigns, another way to boost your Super Bowl marketing efforts is to partner with influencers. This is because influencer partnerships can help you create buzz around your brand before, during, and after the game. 

For Super Bowl LVII, Serena Williams marked her paid partnership with Michelob Ultra with an Instagram post. It attracted 869,000 views with a 0.18% engagement rate, equating to a value of well over $100,000.

So, whether you’re wanting to promote an event or simply sing your praises, don’t underestimate the awe-inspiring power and reach of A-list celebrities and internet personalities! 

3. Tackle Contextual Advertising

In the weeks leading up to and following the Super Bowl weekend, people are more likely to be talking about the game. Enter contextual advertising.

Contextual advertising means placing your ads in the right context where they’re most likely to be seen. You know how when it’s holiday season all brands clamour to create holiday-themed marketing materials? Same thing.

Utilize this opportunity to create ads that resonate with the Super Bowl theme and align with your brand's message. Even if your business is nowhere near the realm of sports, you can take advantage of Super Bowl marketing to expand your audience using football-related imagery, language, and humour. Strike while the iron is hot! 

4. Explore Omnichannel Marketing

Super Bowl LVIII was the most-watched telecast in history with 123.4 million viewers across all platforms. With that in mind, your Super Bowl marketing needs to be diverse. That’s why omnichannel marketing is so important.

This strategy involves creating a seamless and consistent customer experience across physical and digital channels, further making your customers’ experience feel personal and memorable. This is the kind of connection needed to ultimately turn them into brand advocates! 

One way to do this is by combining your digital efforts with something experiential that allows your audience to try your products or interact with your brand like Pepsi did in 2021, for example.

Pepsi went all in with its multichannel campaign which featured a special website, an augmented reality (AR) experience on Instagram, and behind-the-scenes content which could be accessed through QR codes printed on specially marked Pepsi products. In 2022, they took this a step further by creating a mobile app.

5. Offer Exclusive Promotions or Deals

Capitalize on the heightened attention surrounding the Super Bowl by offering exclusive promotions, discounts, or limited-time offers to consumers.

Create incentives for viewers to engage with your brand during the event, such as special Super Bowl-themed products or contests that reward participation. By providing added value to consumers, you can drive conversions and cultivate brand advocates.

6. Host or Sponsor Super Bowl Events

Super Bowl marketing campaigns aren’t limited to digital advertising strategies. Take your efforts offline and organize or host a Super Bowl Sunday event in your area. This is a great way to engage with your community and create a lasting impression.

The best part? When it comes to event marketing, the sky's the limit! You can choose to host a private event or rent an event space large enough for other local businesses and brands to join in on the opportunity, live stream the game, or incorporate a charity element, the options are endless.

Never Fumble Your Super Bowl Marketing Again With The Concierge Club

As you now know, Super Bowl commercials are just the beginning when it comes to marketing for the big day. If you want your brand to stand out, you need to make the kind of connections that turn customers into brand advocates. 

The Concierge Club specializes in one-of-a-kind experiences that leave an indelible mark on your audiences. If you want to jump on the Super Bowl marketing bandwagon and make an impression around the big game, we’ve got you covered. 

Forget a boring Super Bowl ad—contact us today to score a touchdown-worthy event!