SMG's Winning Super Bowl Strategy

With the cost of a :30-second spot reaching $5 million during Super Bowl 50, SMG offers "Six Winning Super Bowl Strategies for Brands" to help them spend money wisely. 

The Publicis Groupe media shop believes advertisers need to react to current events when they happen. With more than 110 million people watching the game live, brands should create real-time, relevant game day content "that scales using data and programmatic buying techniques." 

Also, it is important to extend the life of an advertisement as long as possible. 

YouTube says 37% of the time spent watching Super Bowl ads on its site in 2015 occurred before game day. Therefore, it is critical to set the tone early to ensure premium placement in Super Bowl-related searches, says SMG, and enhance post-game search engine optimization by aligning with content with consumer search behavior.



Already, Bud Light has been the big pre-buzz Super Bowl winner after the beer brand released a teaser ad on January 21 featuring comedians Amy Schumer and Seth Rogan.

This early spot resulted in Bud Light's digital awareness increasing 661%, according to Amobee Brand Intelligence. The actual ad will only further build upon this chatter. 

Brands also need to expand beyond the traditional TV screen. More than half of fans (52%) use a mobile device to access sports content while watching televised games. SMG recommends brands go beyond offering game updates to devise a connected mobile content strategy.

Butterfinger, for instance, supported its Super Bowl TV spot with the #BolderThanBold campaign that includes a heavy social media presence with a Periscope live-stream. This tactic can enhance their traditional exposure-based advertising and gain added gain day visibility, says SMG. 

Research shows that 60% of millennial fans say sports are more about being social than anything else. SMG says brands need to be part of that conversation by being active on Facebook and Twitter, in particular. "Brands need to monitor social conversations about the game and be prepared to sequence their messages across platforms," says SMG.

And advertisers need to think globally.

The game broadcasts in nearly 200 countries and 25 languages. Marketers can best leverage the games worldwide appeal with a global-local strategy, activating a campaign that's "scalable, targeted and personalized." A few years ago, for instance, Pepsi promoted its Pepsi Max brand by highlighting global soccer (football) stars. The featured athletes included Barcelona's Lionel Messi, Ivory Coast's Didier Drogba, Spain's Fernando Torres, and England's Frank Lampard to become relevant to fans worldwide. 

Lastly, SMG recommends brands explore the latest technological advances. This year's Super Bowl lets fans participate in on-site pre-game virtual reality experiences. Those at home can access next gen tech with advanced player tracking. Brands that leverage technology to create immersive experiences and provide utility will win, says SMG. 

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