Trends and Strategies of Super Bowl Promotion


Posted March 30, 2021 by betadrian

The Super Bowl is undoubtedly the biggest sporting event of the year and is usually highly anticipated. A lot goes into super bowl promotion to make it a grand event. This year, we saw many celebrities dominating Super Bowl promotion and ads.
 
TRAFALGAR SQUARE, LONDON., March, 24, 2021

Among the big names in the entertainment and sporting industry were Chris Evans, Martin Scorsese, Busy Philipps, Ellen DeGeneres, Rainn Wilson, Chrissy Teigen and many more. They starred in many ads and Super Bowl promotions all through the night. The estimated amount of money that went into super bowl promotion ads was about $435 million, according to Kantar Media. The creative direction that many companies took had unique traits, many trying to outshine the other.

Some of noteworthy Super Bowl promotion trends that were witnessed include the following:

Airing Long Brand Advertisements

Several years have seen many Super Bowl ads increasing in length. However, ads increased nor just in numbers but in length on Sunday. The number of ads that aired for a half a minute were 26, those that aired for 1 minute were 24, while 90-second ads were two. Brands wanted to take advantage of such a broad audience that came together for such a grand event. This gave them an opportunity to reach out to many of their potential customers. Storytelling was the order of the day and those who fully benefited from Super Bowl promotion were brands that aired their ads for 60 and 90 seconds. A half a minute is not enough to tell a compelling brand story.

Super Bowl LV was Like a Movie Theater

The only way that brands for brands to benefit from such a short time frame is to play ads on borrowed interest. That is exactly what brands with shorter air time did. They leaned on cultural institutes that the audience was already conversant with. This Super Bowl promotion strategy resulted in Sunday night’s explosion of ads, which contained movie references. The night’s best ad was Groundhog Day remake by Jeep, starring Bill Murray. Another one was Mountain Dew’s The Shining homage, which features Bryan Cranston and Tracee Ellis Ross. To make an impact, brands had to tap into beloved movies that audiences were interested in.

Capitalizing on Big Spenders

One spot was hardly enough for a few brands that had cash to burn. Examples are brands like Hyundai which grabbed four minutes of ads, P&G, which snagged three minutes worth of ads, and PepsiCo which got three minutes of ads. Each of these brands spent at least $30 million on ads alone on Sunday night. The automotive sector took the lion’s share with a whopping $80 million spent on ads , compared to other industries that were given ad slots that day.

Kobe Bryant’s Death Had a Huge Impact on Super Bowl Promotion

Due to the demise of one of the best NBA icons, Kobe Bryant, many brands were forced to alter or edit their ads so as not to look insensitive. Among those who were affected by this unfortunate event were Planters who had to pull down their pregame Super Bowl promotion which showed the death of Mr. Peanut – its beloved mascot, commercials that contained helicopters and others that were seen as insensitive by brands. Toyota, Genesis, and Hard Rock International, all fell victims of the untimely death of Kobe Bryant. However, experts argued that the alterations were not necessary since some brands got into the Kobe conversation unintentionally due to the alteration made.

It was about creativity and a few brands such as the Turkish Airlines, Walmart, and Olay used the final frontier as their main theme for Super Bowl promotion. The reasons for this trend was that many are divided in almost everything and space represents a neutral ground for brands to navigate. The second reason was that sentiments from the 1960s space race showed that brands still wanted to tap into this type of environment.
Showcasing New Products

Super Bowl is watched with over 100 million people in the US alone and what better way to launch a new product than in front of such a big audience. Launching new products was a strategy used by many brands during Super Bowl promotion. Such brands include Coke Energy, Cheetos Popcorn, Pop-Tarts Pretzel, Coke Energy, Dew Zero Sugar and Bud Light Seltzer, and MTN. This cluster of brands knew that the best way to cut through the clutter was to announce their debuting products in front of the biggest cultural stage in the world!

Still on new offerings, other brands were making their first appearance as advertisers in the Super Bowl. As they did so, debuting new brands was also in their minds. Examples of such brands include Little Caesars and Walmart that introduced their new delivery and pickup options. There was also Pop-Tarts, which announced a new flavor and Hard Rock International, which opened a new hotel.

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Last Updated March 30, 2021