Skip to content
Lavina Jahorina

lavina-jahorina.com

Lavina Jahorina

lavina-jahorina.com

43 Ways Any Brand Can Leverage the Super Bowl

Toby Lambert, February 12, 2018

It’s that time of the year again when millions of people throng in front of their television sets to watch the game that cannot be named. There’s no other event in America that attracts such an enormous audience. Not only are they glued to their TV screens, but they’re peeking at their smartphones to engage in social media chatter. 78% of the audience have a second-screen for real-time interactions and conversations about the game. This kind of an audience is opportune for brands.

via GIPHY

With more than 100 million people tuning into Facebook and Instagram alone during the game, it has become imperative for brands to go all out with their digital efforts. Instead of shelling out millions for a 30 second ad, more marketers are using social media to build brand awareness, using a connection to football, poking fun at Super Bowl advertising or responding to game events to get attention from fans. Digital media has made it easier and more importantly, cheaper for them to advertise during the Super Bowl.

Brands sneakily talking about the Super Bowl is no big secret. Twitter recently announced a separate award for non-sponsors that win great engagement on Twitter on their Super Bowl content. Like in the past, we decided to dig deeper around the pool of Big Game mentions on Facebook, Twitter and Instagram from 2013 through 2017 using Discover.

To understand how brands could leverage the Super Bowl while still flying under the radar of the NFL lawyers, we fired up Unmetric Discover. Searching through hundreds of thousands of Super Bowl related branded content we came across some common trends. Let’s dive in:

Recipes

Considering the fact that antacid sales see a spike after the game day, it need not be emphasized that Super Bowl is pretty much all about the food. It is second only to Thanksgiving when it comes to food consumption and brands capitalize on it. Facebook and Instagram are the preferred platforms.

What are you serving for today’s big game? We’re going with this, ahem, super bowl of seafood and sausage gumbo. Hustle on over to the blog for the recipe. #recipeoftheday

A post shared by Anthropologie (@anthropologie) on Feb 1, 2015 at 2:17pm PST

This #smoothiebowl from @inspiredbynick is a great way to kick off your Monday after the big game. #breakfast #breakfastofchamps #smoothie #riseandshine #goodmorning What was the best dish you tried yesterday?

A post shared by Whole Foods Market (@wholefoods) on Feb 6, 2017 at 8:16am PST

Engagement Baits

Facebook has killed engagement bait, but brands have for the longest time benefited from them. Large brands like Nike and Walmart have done it in the past.

We’re committed to go long today. How many miles will you get in before the big game? Show your support by tagging your team. #gohawks #gobroncos

A post shared by Nike+ Run Club (@nikerunning) on Feb 2, 2014 at 9:43am PST

Discounts

Brands tag on to the Super Bowl frenzy by offering discounts. For instance, ShopAtHome offered 50% off on TVs because fans are more than ready to ditch their old TV sets for new ones during the game season.

Today is the Day to win tablets! Make sure to be following us during the big game! #ScoreWithHelzberg pic.twitter.com/uyIZUVVgkT

— Helzberg Diamonds (@Helzberg) February 2, 2014

Contests

Twitter has been a traditional favourite for contests. Esurance got two million people to tweet about their contest without even having an official ad spot. Smaller brands have also been successful in getting better outreach through contests.

Congrats @JessicaQualls95, you just scored $50K! Talk about a big win! #EsuranceSweepstakes #SB50https://t.co/ylbEbyY3ta

— Esurance (@esurance) February 8, 2016

Big prize for the #biggame! RT to win a hydration hookup AND a signed @moneylynch jersey & helmet! #hydratenaturally #BeastMode

— Vita Coco (@VitaCoco) January 30, 2015

Need some #coffee after the #biggame last night? RETWEET by 11pm today for a chance to #win a #coffee #prizepack! #SB49

— Lavazza USA (@LavazzaUSA) February 2, 2015

want a chance to win a month’s supply of #popchips? RT & tell us which game day snack makes your #biggame party pop! pic.twitter.com/CiUvecVoyt

— popchips (@popchips) January 23, 2016

<img src="https://s.w.org/images/core/emoji/2.2.1/72×72/1f3c8.png" alt="🏈” class=”wp-smiley” style=”height: 1em; max-height: 1em;” /> BIG GAME Giveaway <img src="https://s.w.org/images/core/emoji/2.2.1/72×72/1f3c8.png" alt="🏈” class=”wp-smiley” style=”height: 1em; max-height: 1em;” />
Retweet for a chance to win a $25 #LedoPizza Giftcard! 2 winners picked at 9:59pm 2/7/16. pic.twitter.com/RDg1rcEatL

— Ledo Pizza (@LedoPizza) February 7, 2016

Influencer advertising

High profile celebrities are the key ingredient in popular Super Bowl ads. Brands are now increasingly building their digital strategy around influencers to increase their outreach.

Tune in, tune out. Beats is there to help @rsherman25 focus before today’s big game against conference rivals. #BeatsArmy, who you got?

A post shared by Beats By Dre (@beatsbydre) on Jan 19, 2014 at 3:07pm PST

Last night’s big game MVP spent today celebrating in a parade at the Magic Kingdom at Walt Disney World.

A post shared by Disney (@disney) on Feb 3, 2014 at 3:10pm PST

“Getting ready for the big game in my @levis.” – @adrianalima 👌👖🏈

A post shared by Levi’s® (@levis) on Feb 7, 2016 at 3:14pm PST

Ready for the big game, Angels? 😉🏈#SB51 #regram @alessandraambrosio

A post shared by Victoria’s Secret (@victoriassecret) on Feb 5, 2017 at 3:27pm PST

Cosmetics

Instagram has been a fertile ground for beauty brands and it doesn’t change with football season either.

Who’s ready for the big game? #SephoraNailspotting

A post shared by Sephora (@sephora) on Feb 2, 2014 at 1:13pm PST

Who are you rooting for in the big game tonight? #manicure #nails #nailpolish #ignails

A post shared by Ulta Beauty (@ultabeauty) on Feb 7, 2016 at 5:16pm PST

Are you ready for the big game? Check out our MVPs!!! #playbeautifully

A post shared by e.l.f. Cosmetics (@elfcosmetics) on Feb 7, 2016 at 4:22pm PST

Animals

People love their furry friends and it’s no surprise that many of the most shared Super Bowl content have animals in them.

Furget about the big game…these pups are making a huge mess! TUNE IN to see what happens when you put 10 rescue puppies in a room full of the world’s messiest stuff – visit PetHappens.com at 3pm EST and watch LIVE! To help unlock the next mess, share your #PetHappens moment on Instagram and Twitter. For every post, @bissellclean will donate $5 to support animals in need (up to $100,000).

A post shared by BarkBox (@barkbox) on Feb 7, 2016 at 8:43am PST

Lots of competition for this year’s #PuppyBowl, but we’ve got some nominees for next year’s big game. • Share your own pup at GoPro.com/Awards for a chance to win a #HERO5 and a fetch mount! 🐶 • • • #GoPro #GoProPets #dogs #puppy

A post shared by GoPro (@gopro) on Feb 5, 2017 at 12:32pm PST

Other strategies that worked

With an ever increasing amount of content being published during the Super Bowl season, brands channel their creative demons to produce a hotpot of marketing strategies. There’s no single formula to hitting it big with social media and it certainly requires some luck as well.

Here are some of our favourites.

Newcastle Ale

In 2014, beer brand Newcastle Ale decided it would make a Super Bowl ad that acknowledged that it couldn’t afford to advertise during the Super Bowl. It hired actress Anna Kendrick, who jokes in the video that she isn’t “beer-commercial hot.” Their integrated campaign included a microsite, trailers and behind-the-scene videos amounting to more than 10 million views.

.@NewCastle wasted my time with a “Football Ad” they DIDN’T make. Now they want to waste yours with this clip http://t.co/6IA6R2Am5J #Ad

— Anna Kendrick (@AnnaKendrick47) January 31, 2014

They did it again in 2015 with more sass.

.@Newcastle needs more money to make a big game ad, mostly ’cause they blew it hiring me!!<img src="https://s.w.org/images/core/emoji/2.2.1/72×72/1f61c.png" alt="<img src="https://s.w.org/images/core/emoji/2.2.1/72×72/1f61c.png" alt="😜” class=”wp-smiley” style=”height: 1em; max-height: 1em;” />” class=”wp-smiley” style=”height: 1em; max-height: 1em;” /><img src="https://s.w.org/images/core/emoji/2.2.1/72×72/1f61c.png" alt="<img src="https://s.w.org/images/core/emoji/2.2.1/72×72/1f61c.png" alt="😜” class=”wp-smiley” style=”height: 1em; max-height: 1em;” />” class=”wp-smiley” style=”height: 1em; max-height: 1em;” /><img src="https://s.w.org/images/core/emoji/2.2.1/72×72/1f61c.png" alt="<img src="https://s.w.org/images/core/emoji/2.2.1/72×72/1f61c.png" alt="😜” class=”wp-smiley” style=”height: 1em; max-height: 1em;” />” class=”wp-smiley” style=”height: 1em; max-height: 1em;” />#BandofBrands #bosh4lyfe http://t.co/K2sNLLSMpl

— Aubrey Plaza (@evilhag) January 13, 2015

Borderlands

Video game company Borderlands released a fake ad during the Super Bowl week in 2014. With its bizarre overtones and gross humor it managed to capture many eyeballs.
null

Monster

The job listing site did a Twitter stunt by making an intentional mistake and threw some good old Twitter snark.

Congratulations Seattle from http://t.co/sPr4G1gHup! #biggame pic.twitter.com/eAa59yw1om

— Monster (@Monster) February 2, 2015

Audubon Society and Oregon Zoo

Hitching on the Superb Owl coverage, these organizations were able to get their word out and get noticed.

Here are some more fan favourites

Hey dome operators at the ‘Big Game’, there are a few Lowe’s nearby if you need some generators.

— Lowe’s (@Lowes) February 4, 2013

Chargin’ Chuck is ready and waiting on the sidelines to step in during the #BigGame! pic.twitter.com/4OuVrUUQTP

— Nintendo of America (@NintendoAmerica) February 2, 2014

NYC. Big Game. Let’s close out the weekend and win.

A post shared by Beats By Dre (@beatsbydre) on Feb 2, 2014 at 5:58am PST

If you won the big game, where would you go next? #ImGoingToDisneyland (Photo: @sirbonstance)

A post shared by Disneyland (@disneyland) on Feb 2, 2014 at 6:56pm PST

Blew our minds! Shout-out to the Seahawks for winning the big game. #regram from @civilclothing. #superbowl

A post shared by pacsun (@pacsun) on Feb 2, 2014 at 7:34pm PST

Don’t panic, our lion is safe! #SB49 #cameo #biggame pic.twitter.com/4ri5v1L8hw

— MGM Grand Hotel (@MGMGrand) February 2, 2015

All-new PINK Collegiate Collection is in stores! Calling all Buckeyes– perfect excuse to gear up for the big game. #GoBucks

A post shared by Victoria’s Secret PINK (@vspink) on Jan 7, 2015 at 10:11am PST

#Seahawks vs. #Patriots in today’s big game. Who do you have to win it all? One thing’s for certain, it won’t end in a tie! #EDSFTG

A post shared by vineyard vines (@vineyardvines) on Feb 1, 2015 at 2:11pm PST

I was not wrong, I was just… mistaken. #TheReplacer #BO3Awakening #CloseCall #BigGame #SB50

A post shared by Call of Duty (@callofduty) on Feb 7, 2016 at 4:45pm PST

Almost time for the big game! What are your plans? 🏈 #barbie #barbiestyle

A post shared by Barbie® (@barbiestyle) on Feb 7, 2016 at 1:56pm PST

Enjoying #SB51? We can’t wait till the big game heads to L.A. in 2021 🏈 Photo: @jim.langston #discoverLA

A post shared by Discover Los Angeles (@discoverla) on Feb 5, 2017 at 5:30pm PST

The key to engaging your audience around Super Bowl is to make sure you have a handle on these three things:

  1. Listen to what your audience is engaging with on social media. Are they more into recipes or do they like funny memes?
  2. Look out for what your competitors are talking about
  3. Display ads and social media content that is relevant to Super Bowl

Get more ideas for big live events by trying out Discover a searchable database of over 700 million pieces of brand content published by over 100,000 major brands in the last five years.

See More “Big Game” Branded Content
Follow all the brand action during the Super Bowl on AdAge’s live Twitter feed, powered by Unmetric Track.

The post 43 Ways Any Brand Can Leverage the Super Bowl appeared first on Unmetric Social Media Analytics Blog.

Social Media

Post navigation

Previous post
Next post

Categories

Archives

Recent Posts

  • Top 10 Best Tea Trivet Comparison

  • Large Wood Shelving Units

  • Long Men’s Peacoat Jacket

  • Top 10 Best Kastking Royale Legend/whitemax Low Profile Baitcasting Fishing Reels Comparison

  • Long Jacket for Mens Korean Style

  • 90s Nike Jackets

  • Top 10 Best Outdoor Cooking Trivets Comparison

  • Men Wool Military Field Jackets

  • Camo Bomber Jackets Men Flag

  • Walmart Christmas Sweater Mens

  • Pharrell Williams Adidas Pants

  • Short Short Men’s

  • Black Dress Jackets for Men

  • Top 10 Best Spinning Fishing Reels Protective Bag Comparison

  • Bomber Jackets Long Mens

  • Top 10 Best Sougayilang Spinning Baitcasting Fishing Rod With Fishing Reel Combos Comparison

  • Black Lab Jacket for Mens

  • Down Jacket Men Uk

  • Maroon Jacket Men’s

  • Top 10 Best Penn Spinfisher V Fishing Reels Comparison

  • Top 10 Best Fishing Rod Mcgill Comparison

  • Top 10 Best The Phone Company Comparison

  • Top 10 Best Low Profile Fishing Reels 20lbs Comparison

  • Things That You Shouldn’t Ignore Before Buying a Used Car Engine

  • Cool Leather Jacket Mens Red

  • Mens Winter Sports Coats

  • Solo Travel Destination: Bansko, Bulgaria

  • Mens 5 Inch Chino Short

  • Roots Leather Jacket Mens

  • Top 10 Best Ugly Stik Fishing Reels Comparison

©2025 Lavina Jahorina | WordPress Theme by SuperbThemes