Marketing lessons from all the Super Bowl LVII hype
Some people ACTUALLY watch just for the football, but the Super Bowl has evolved into so much more than that. I am sure you’ve seen the memes around about how there is a football game that is opening for the half-time show… and for marketing and ad enthusiasts, it’s always fascinating to see what different brands come up with leading up to and during the game itself. Afterall, when an ad spot sells for $6 to $7 MILLION, it’s gotta be good right?
So, regardless of whether you watched for the football, Rihanna’s half-time show, or the highly anticipated ads, let’s take a peek at the hype surrounding the Super Bowl this year and a few lessons you can take away for your own business.
Rihanna’s half-time show (and her surprise guest)
The half-time show is always highly anticipated – even the announcement of WHO is performing gets a lot of attention on socials and in the media. In fact, leading up to the Super Bowl, content creators and fans were building up the hype (like this AMAZING piece from Toronto-based artist Briony).
One of the night’s biggest surprises – and one that almost “broke the internet” was her baby bump. There was a lot of speculation, which lead to discussions about whether it was OK to discuss whether a woman is pregnant or not. Then when it was finally confirmed, the conversation split into those lamenting they would never see another Rhianna album again and those that kicked off the mom-shaming (on many different levels).
The result of the halftime show? A never-ending stream of memes!
Takeaway: Jump in on the discussions that align with your brand – but be respectful. You don’t want to get swept up in any controversy surrounding certain topics. So, enter the chat thoughtfully… and definitely create and post those memes. Side note? Don’t be afraid to work with content creators leading up to a big announcement or campaign. They bring a fresh perspective to everything.
M&M’s plays the long game
So, remember a few weeks ago when M&M’s said it was replacing it’s “Spokescandies” with actress Maya Rudolf? Well, as many of us speculated, it was just a PR stunt for the Super Bowl… Not going to lie, this one feels a little anti-climactic.
The Spokescandies have been surrounded by a lot of “controversy” lately. Customers can find change hard if it’s something they are used to. And if the change wasn’t asked for then it can feel even more jarring.
One thing they DID get right is the integration across social platforms and incorporating a major event into their strategy.
Takeaway: Contrived controversy rarely works unless you take it over the top and lean into the absurd. While the content with Maya Rudolf was fun, they could have done more with the Spokescandies storyline. Also, it was a super quick turnaround from the time they were replaced to the Super Bowl, so people were already talking about potential tie in to the big game. If you’re going to build a PR Stunt, try to add an element of surprise.
T-Mobile and Rakuten lean into pop culture nostalgia
There are certain movies that are recognizable for their music, cast, storylines… for whatever reason they leave a mark on pop culture. T-Mobile and Rakuten tapped into this for their Super Bowl ads.
T-Mobile brought John Travolta onboard as a nod to the iconic 1970’s film “Grease.” Joined by Zach Braff and Donald Faison, they sang a version of “Summer Lovin’” to push 5G internet services.
Alicia Silverstone and Elisa Donovan reprised their roles from the movie “Clueless” for Rakuten’s ad. Cher’s shopping habit was a great tie in to the Rakuten service and there was even a reference to her coveted rotating closet.
Takeaway: Pop culture nostalgia will always be a winner. Tap into the feelings that people had while watching a certain movie or listening to a certain song. You don’t have to buy a million dollar ad spot or even hire a celebrity to incorporate it into your marketing, you could simply create a meme or a written reference in a blog.
Comedy takes centre stage
From Ram’s spoof on male sex-enhancement drug commercials as a way to sell their all-electric Ram 1500 REV pickup to Planter’s (VERRRY tame) Mr. Peanut comedy roast – you can’t go wrong with comedy (when it’s done right).
Takeaway: Lean into the type of comedy you use. If you’re going to spoof something, make it obvious and go all the way. If want the “dad joke” flavour, then do that. As usual, when writing comedy always keep your audience in mind. If the joke doesn’t land, then it’s a missed opportunity.
Dunkin’ and Ben Affleck mix real life into their Super Bowl spot
With all the hype leading up to the Super Bowl surrounding Ben Affleck’s behaviour at events, this spot from Dunkin’ featuring Ben Affleck and a cameo from Jennifer Lopez is the perfect mix between celebrity commercial and PR stunt. It’s also just really fun to watch.
Takeaway: Any time you can involve fans/customers in a genuine way you should absolutely do it. Showcasing customer connection allows your audience to see themselves connecting with your brand. Two easy ways to do this is through User Generated Content and testimonials. If you want to get a little more fancy, you can set up experiential marketing to capture content in real time.
What was your favourite moment from the Super Bowl this year? Tell us in the comments!