Originally Published on PR Newswire 

MEDIA CONTACT:

Sarah Arvizo 
pr@stagwellglobal.com 

NEW YORK, Feb. 13, 2024 /PRNewswire/ — Harris Quest, an AI-powered real-time research software suite from the Stagwell Marketing Cloud (NASDAQ: STGW), released new survey insights following Super Bowl LVIII gauging what really makes the Big Game so entertaining for the general population in the United States. Using QuestDIY to create, target and deploy quality surveys at speed, Stagwell generated insights fewer than 24 hours after the game’s conclusion and fewer than four hours of fielding to capture viewers’ perceptions around the hot topics, trends and memes surrounding Super Bowl 58.

“There were so many memorable moments around the Super Bowl, and this is just one example of how quickly QuestDIY can work for organizations looking to capture quality consumer insights quickly and efficiently,” said Stagwell Marketing Cloud CEO Elspeth Rollert. “With the added benefits of a generative AI survey builder, real-time analysis and reporting, and transparent cost estimates up front, our advanced survey platform is built for the modern marketer.”

Big Game, Big Moments

• A country (Taylor) divided? With all eyes on America’s sweetheart, respondents were asked to recall how many times they saw Taylor Swift on screen during Super Bowl coverage, and the results were a near-split – with 47% indicating “The Right Amount,” and 45% noting “Too Much.”
• The meme of the night goes to: Travis Kelce yelling at Kansas City Chief Coach Andy Reid, with 1/4 of respondents claiming this as the most memorable meme of the night.
• Slam Dunkin’: “The DunKings,” the humorous spot from Dunkin’ featuring Ben Affleck, Matt Damon, and Tom Brady as a musical group performing for Jennifer Lopez in the studio, took the prize as the favorite ad of the Big Game.
• Ladies who ranch: Ranch emerged as the clear winner (35%) among condiments that pair best with the Super Bowl snack table – which increases to 42% for women when broken down by gender.
• Halftime heroes goes to: The hip-hop crew of 2022. While no one said “No” to Usher’s halftime performance this year with a little help from his friends Alicia Keys, H.E.R., Will.i.am., Lil Jon, Jermaine Dupri and Ludacris, his ranks second in order of preference from the last five years of shows, topped by Dr. Dre, Eminem, Mary J. Blige, Snoop Dogg, Kendrick Lamar, 50 Cent, and Anderson Paak in 2022. Jennifer Lopez, Shakira, Bad Bunny and J Balvin rank third, followed by Rihanna and The Weeknd, respectively.

QuestDIY enables creating, targeting, and deploying surveys at speed, enabling brands and other marketing organizations to capture feedback from consumers faster than ever, and to leverage generative AI to build surveys in line with industry best practices. Visit here to learn more: https://www.stagwellmarketingcloud.com/product-pages/harris-questdiy

Survey Methodology
Stagwell Marketing Cloud’s Super Bowl post-game survey was conducted online within the United States and completed on Monday, Feb. 12, 2024, among 1,000 respondents aged over 18 yrs. representative of the population based on age, gender, and region, by Harris Quest Research.

About Stagwell Marketing Cloud
Stagwell Marketing Cloud (SMC) is a marketing-focused, AI-enablement platform built for the modern marketer. Born out of Stagwell’s (NASDAQ: STGW) network of award-winning marketing agencies, SMC’s technology empowers marketers to drive business impact by giving them intuitive tools equipped with proprietary, actionable data. SMC’s portfolio of solutions powers strategic customer research, communications, and media activation for brands worldwide by leveraging technology such as generative and predictive artificial intelligence, shared augmented reality, and more. Get your head in the cloud at www.stagwellmarketingcloud.com.

Media Contact
Sarah Arvizo
pr@stagwellglobal.com

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A roundup of Stagwell’s work at Super Bowl:

• 2022
• 2023

Stagwell’s network crafted some of the biggest brand experiences on and off the field at the Big Game, with ads for clients such as Ally Financial, Bud Light, E*Trade, National Football League, United Airlines, and more. Our agencies dominated the post-Super Bowl ad rankings – including some of the top 10 highest-rated commercials in the USA TODAY Ad Meter, Ad Age, and Adweek. Explore the touchdown-worthy roster below:

The Big Game

Crafting the biggest brand narratives at the Super Bowl.

NFL x 72andSunny

72andSunny led three ads for its long-time partner the “NFL“, including “Born to Play,” crowned #5 by viewers around the U.S. in the USA Ad Today Meter and in Ad Age’s 2024 Big Game ranking. The ad pays tribute to the league’s growing global initiatives and focus on developing local talent.

72andSunny also ran two other spots for the NFL: “Tackle Bullying” and “Mental Game.”

Paramount+ x 72andSunny

72andSunny calls attention to the European version of football in this comedic campaign in partnership with Paramount+ and CBS Sports. “Nobody Watches Like Us” welcomes the UEFA Champions League season, which will kick off just two days after Super Bowl LVIII. The ad salutes American viewers and their dedication to tuning into their favorite UEFA teams, no matter the time or day.

United x 72andSunny

Not one, not two, not three, but six big game spots. 72andSunny, United Airlines’ agency of record, helped create six regional ads, five tailored to different cities and one for the general market. The campaign highlights United’s decision to eliminate change fees on flights. Kyle Chandler, widely recognized as football coach Eric Taylor in “Friday Night Lights,” stars in the campaign, reciting messages made personal for football fans of various NFL teams.

E*Trade x 72andSunny

The iconic E*Trade Baby is back in 72andSunny’s latest campaign for E*Trade, “Get in the Game.” The babies go head-to-head with their parents in a hilariously competitive pickle-ball match up.

Budweiser x Allison

Global marketing and comms consultancy Allison supported the launch of its fourth Budweiser Super Bowl commercial, “Old School Delivery,” which marks the iconic Clydesdales’ exciting return to the Big Game. To date, their efforts have secured over 1.45B impressions and over 2,300 placements regarding the ad.  Budweiser’s ad ranked #8 in the USA Today Ad Meter, a reflection of consumers’ favorite spots from 2024. 

Bud Light x Anomaly

Entrepreneurial ad agency Anomaly continued its tradition of leading Bud Light’s Super Bowl spot this year. The beer brand doubled down on its lighthearted humor and introduced a new character into the Bud Light universe, along with some familiar faces the brand loves. 

Ally Financial x Anomaly

Ally Financial, with Anomaly’s help, aired a 30-second spot on Paramount+ during the big game. In line with their brand messaging around saving and being smart with your money, the ad spotlighted how consumers can use Ally to help save for things you might see appear in the Super Bowl.

Off the Field

Outside of the national stage, clients and agencies made a splash.

Allison

Allison brought NFL Atlanta Falcons wide receiver and Stagwell SPORT BEACH veteran Mack Hollins to Super Bowl Media Row in support of the world’s first indoor smoker – the GE Profile Smart Indoor Smoker. This is GE’s first time using the Super Bowl Media Row platform. The agency also brought NFL Denver Broncos linebacker Alex Singleton and a Special Olympics athlete to SBMR to launch a new Special Olympics program made possible by the CDC, which aims to make nutrition education accessible for all and change the game for people with intellectual and developmental disabilities.

Frank’s RedHot x Colle McVoy

Full-service creative agency Colle McVoy worked with Frank’s RedHot to partner with a Jason Kelce for brand-to-brand conversations during the Super Bowl via social. 

MedStar Health x Doner

Full-service advertising agency Doner developed new work for their client MedStar Health, an $8 billion health system operating in Washington DC, Maryland, and Virginia. The first new video in the campaign will be aired during the big game locally in Baltimore and in DC. The new campaign builds upon the MedStar Health brand promise, “It’s how we treat people,” and employs a cumulative tale storytelling technique to reveal the positive impact MedStar Health’s care has on people.

Diageo x HUNTER

HUNTER and DIAGEO brand Tequila Don Julio lit the way into Super Bowl weekend in a big way. The brand turned the landmark STRAT hotel into a 1,149-foot-tall bottle of Tequila Don Julio 1942. In a first-of-its-kind projection stunt executed by HUNTER, the towering bottle is capturing the world’s attention and reminding everyone to include Don Julio in game day festivities (and beyond).  Follow along HERE.

Danone x HUNTER

Danone brand STōK Cold Brew Coffee is all about bold moves, and this past Sunday, the brand is unveiled their first-ever Big Game ad and shamelessly challenging traditional American football culture. The new spot reveals that Stok is the cold brew coffee that fuels Ryan Reynolds and Rob McElhenney’s Wrexham AFC mascot, Wrex the Dragon, portrayed by Sir Anthony Hopkins. The HUNTER team is amplifying the creative in media outlets including  Esquire, OK! Magazine, Mashed, CNET and more. Grab a cold brew and check it out HERE. 

Lovesac x KWT Global

Integrated communications agency KWT Global and Lovesac teamed up with Creative Artists Agency for the second year in a row to offer their esteemed roster of athletes a moment of relaxation during Super Bowl weekend. Within a private Palazzo Las Vegas suite, CAA athletes were able to take advantage of ‘Hydration Stations’ equipped with Hyperice recovery devices and IV’s — all from the comfort of a Lovesac SuperSac and Footsac blanket.

Grand Marnier x Team Epiphany

Team Epiphany partnered with Grand Marnier to produce Magic Johnson’s Mount Rushmore Super Bowl Party at the brand–new Fontainebleau Hotel in Las Vegas. A–list guests will enjoy multiple photo moments, signature Grand Marnier cocktails and music by Just Dimy

Originally Released On

PR Newswire

CONTACT:

Sarah Arvizo
pr@stagwellglobal.com

Insights Rooted in New Whitepaper from NRG, “Building Brand Fandom at the Super Bowl”

NEW YORK and PHOENIX, Feb. 8, 2023 /PRNewswire/ — Research from Stagwell‘s (NASDAQ: STGW) National Research Group (NRG), a global insights leader at the intersection of technology, content, and culture, proves the value for brand activation at major sporting events like the Super Bowl in its newest whitepaper, “Building Brand Fandom at the Super Bowl.” In the report, NRG outlines “the anatomy of a fan” by analyzing Super Bowl fans and non-Super Bowl fans’ responses to questions around their excitement for the game, the advertisements, viewing habits, social media consumption, perceptions of the brands involved, and more.

“We encourage brands to think about the massive potential of cultural moments like these as driving forces for business.

The whitepaper is the second iteration of NRG’s “Brand Fandom” platform in the lead up to Stagwell’s Sport Beach activation at Cannes 2023, tapping into the cultural zeitgeist of sport to unpack the journey to fandom across key categories and audiences, and the value for brands in making fans out of their communities.

“There’s no question the Super Bowl is a pinnacle of culture-moving sports events, drawing everyone from committed NFL fans to passive viewers looking to be entertained,” said NRG EVP, Brand Strategy and Innovation, Fotoulla Damaskos. “In this installment of our research, we proved our hypothesis that the same attributes that draw people to sports – community, creativity, exclusivity – are the same ones that drive brand fandom. We encourage brands to think about the massive potential of cultural moments like these as driving forces for their business.”

“There are few events that command such an energized fan base as the Super Bowl, and combined with the buzz before, during, and after a big sporting event, it’s a no-brainer for brands to become part of the conversation if they want to harness that kind of deeply rooted passion for their own brand,” said Stagwell EVP, Chief Marketing Officer Ryan Linder.

Research found that when compared to non-fans, Super Bowl fans are more than just a large captive audience. They are coveted, as they are more likely to be:

• Advocates: 86% enjoy talking about the products and brands they love with other people (vs. 69% of non-SB fans) and are 1.5x more likely to share on social media about brands and products they love than non-SB fans.
• Enthusiasts: 85% like to be in the know about what’s new and next (vs. 62% of non-SB fans), and 69% like to follow their favorite brands on social media (vs. 51% for non-SB fans).
• Connectors: 76% feel a strong connection with people who like the same products/brands that they like (vs. 58% of non-SB fans) and are 1.5x more likely to say that people often ask for their opinions on brands, products, or services.

Added Highlights

• Of those who plan to watch, 96% say they are a big fan of at least one brand advertising at the Super Bowl – much greater than those who say they are big fans of either the Kansas City Chiefs or the Philadelphia Eagles (32%). 
• Fans are just as excited to watch the commercials (89%) as they are the game itself (86%) and the halftime show (85%).
• 87% say the commercials in the Super Bowl set the tone for brand buzz for a long time after the game.
• 41% say they have become a fan of a product because of its Super Bowl commercial.
• 56% say past Super Bowl commercials have deepened a connection they had with a brand.

Brand Innovators Sports Marketing Upfronts
Ahead of the Big Game, the research will take center stage at the “Anatomy of a Fan: Building Brand Passion” panel today, hosted by Brand Innovators and taking place at 10:50 a.m. MST at Hotel Valley Ho. Brand leaders and marketing experts, including Stagwell’s Linder and NRG’s Damaskos, Diageo Senior Vice President of Whiskeys Portfolio in North America Sophie Kelly, and United Airlines Managing Director, Global Sponsorships and Inclusive Partnerships Jennifer Entenman, will answer questions such as:

• How are you harnessing fan power to keep consumers engaged with your brand?
• How much do experiences like the Super Bowl help brands connect to new audiences?
• How can brands continue to leverage and build upon buzz even after the Super Bowl?

To attend the panel and other programming, please register with Brand Innovators here. NRG introduced the research platform at Advertising Week 2022 with “The Power of Brand Fandom.”

Methodology
Data used in this report comes from a study of 1,003 US consumers, ages 18 to 65, conducted from Jan. 27-30, 2023, representative of the national population in terms of age, gender and ethnicity.

About National Research Group
National Research Group is a leading global insights and strategy firm at the intersection of entertainment and technology. Rooted in four decades of industry expertise, the world’s leading marketers turn to us for insights into growth and strategy for any content, anywhere, on any device. Working at the confluence of content, culture and technology, NRG offers insights for bold storytellers everywhere. To learn more, please visit www.nationalresearchgroup.com, and follow us on LinkedIn and Instagram.

About Stagwell 
Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing.  Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com.

Media Contact
Sarah Arvizo
pr@stagwellglobal.com 

SOURCE Stagwell Inc.

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A roundup of Stagwell’s work at Super Bowl 2022:

• Captain Morgan
• Cenex
• CUE Health
• Expedia
• Groupon
• Likemeat
• Got Milk?
• NFL
• Polestar
• Quest Oculus for Meta
• Tillamook
• Vroom

Stagwell’s agencies are transforming marketing – on one of the most captive fields for national marketing, the Super Bowl. Several of our agencies are showing up at the Big Game this year: Anomaly for Meta, Vroom and Expedia; 72andSunny for the NFL; Forsman & Bodenfors for Polestar; and more. Off the TV screen, our agencies are innovating with omnichannel efforts that tap into the fever and fandom of the big game to drive powerful consumer moments for their brand partners.

We believe that there’s a new definition of success for advertisers at the Super Bowl, and it’s driven by digital transformation and changing consumer expectations around brands and experiences. Stagwell is leading the charge in supporting brands as they navigate this new dynamic – explore Stagwell’s presence at The Game, both traditional and less so, below.

But before you dive in:

• How Digital Marketing is Changing the Big Game Playbook
• We Asked Stagwell’s Global Leaders: Does the Super Bowl Matter?

Captain Morgan x Anomaly

Captain Morgan’s high-tech punch bowl syncs with real-time game data to keep fans in the loop, even when they’re getting a refill.

Meet the Super Bowl snack table addition you never knew you needed: the Captain Morgan Super Bowl Punch Bowl. Anomaly worked with the Captain Morgan team to bring to life the bowl, featuring stadium-inspired lights and sound, Bluetooth speakers, subwoofers and LED graphic equalizers that sync with real-time game data to create an immersive brand experience.

Plus, don’t miss it’s apperance on Jimmy Fallon.

Cenex x Colle McVoy

Colle McVoy created a new campaign for Cenex that celebrates the quirky, charming and often humorous moments of connection that people experience at their local convenience stores. The campaign shows how its 1,500 locations in 19 states power communities while helping to connect people. It’s the next evolution of the brand’s successful Powered Locally platform and includes six :15 spots, two debuting in a few weeks during Super Bowl 56 in 20 Midwest regional markets.

Crosstown Rivals (premiering 2/13/22) 

Local Entertainment (premiering 2/13/22) 

CUE Health x Doner

Like COVID itself, at home testing company CUE is quick to adapt, putting together a spot in just eight days with Doner. Voiced by Gal Gadot, the ad positions the smart at home testing technology in conversation with a family’s other smart home devices – just another addition to the growing suite of at technologies that keep us safe, run more efficiently, and provide peace of mind. And while COVID is top of mind now, CUE promises that they’re just getting started.

How COVID Testing Brand CUE Put Together a Super Bowl Ad in 8 Days (AdAge)

Expedia x Anomaly

Ewan McGregor gives a convincing plug for the power of experiences over ‘stuff’

As the travel industry looks to continue to gain footing and recover from COVID-drivel losses, Expedia is leading the pack in its commitment to the Big Game with a spot created by Anomaly. With an emphasis on experiences over things, the spot aims to redefine the relationship between the platform and its customers, while challenging the expectations that travelers may have for Expedia and its sister brand, Vrbo.

‘Ewan McGregor and Expedia have Teamed Up to Give Away Free ‘Trips’ on Super Bowl Sunday’ (Forbes)

‘Why the 2022 Super Bowl Makes Sense for Brands’ (AdAge)

‘Can Super Bowl Ads Make Expedia Group the Nike of Travel?’ (AdWeek)

Groupon x Allison+Partners

Gronk is getting out of town… and opening his hope to one lucky winner for the experience  of the lifetime.

Allison+Partners led PR for Groupon’s “Party Like a Player” Super Bowl sweepstakes campaign featuring Rob Gronkowski that underscored the brand’s positioning as the go-to experience marketplace. The team secured coverage in USA Today, TMZ Sports, ABC Audio, Travel + Leisure and many more resulting in 3.7B impressions (and counting) in its first week. 

LikeMeat x 72andSunny

LikeMeat is celebrating the Big Game with a TikTok scavenger hunt, created by 72andSunny and Blue Hour Studios. To promote its plant-based Chick’n Wings product launch, LikeMeat has invited TikTok users to hunt for digital clues that crack a secret code. Those who unlock the code have a chance to win two free tickets to the Super Bowl as well as other LikeMeat-branded prizes.  It’s yet another example of brands going digital-first for the big day, eschewing traditional spots for lower-budget, higher impact activations to connect with their audiences.

Why a plant-based food company started the first TikTok scavenger hunt featuring Gronk just in time for the Super Bowl (Digiday)

Got Milk? x GALE

The milk industry is making a statement at this year’s Super Bowl – that what you’re seeing on the field is not the whole picture. Their spot, airing on the NFL Network and created by GALE, is an inclusive look at the power of women in sport, even (and especially) where they aren’t expected. Featuring women from across the Women’s Football Alliance, the tagline “Football is Football” encourages a broader look at the game and the powerful changemakers behind it.

NFL x 72andSunny

After topping the USA Today Ad Meter last year, 72andSunny + NFL are returning to the screens this year just before halftime with another spot that aims to capture the magic, legacy and power of the game. Featuring cutting edge puppetry and CGI technology from experts at Swaybox, the ad features legendary NFL talent in unexpected places and spaces – bringing the game right into viewers homes. Get ready to bring down the house.

‘NFL Super Bowl LVI Commercial || Behind The Scenes Film‘ (YouTube)

”They Will Be Blown Away’: NFL’s Next Step in  ‘Future-Proofing’ Audience Begins with a Super Bowl Ad’ (USA Today)

‘Behind the NFL’s Super Bowl Ad Plans, Which Include Puppetry and CGI’ (AdAge)

Polestar x Forsman & Bodenfors

In it’s first Super Bowl ad, Polestar, the high-end EV company with roots in Sweden, joined a spate of automakers – with a very different approach. The minimalist 30-second spot, executed by F&B, places a focus on what it doesn’t have – gimmicks, punchlines, scandals and distractions. It’s all about the future, driven by electric.

‘Swedish EV Startup Polestar Makes Super Bowl Debut with a “No Cliche” Approach’ (Ad Age)

Quest Oculus for Meta x Anomaly

In it’s first Super Bowl as the newly-rebranded Meta, Oculus Quest is doubling down on the metaverse, with a clear message to the audience – the metaverse is already here, and we’re waiting for you. The full spot, created by Anomaly and premiered on Good Morning America on Feb. 10, shows a metaverse in full swing – including a very-real post-game concert that will be headlined by the Foo Fighters. Its giving people a reason to visit the virtual reality world Meta is building – and pulling viewers into the future they are creating.

‘Inside Meta’s Super Bowl Commercial for the Metaverse’ (AdAge)

‘Meta’s Super Bowl Commerical Depicts Old Brand’s New Life in the Metaverse’ (AdAge)

Tillamook x 72andSunny

72andSunny created a shoppable, digital only music video, Chedderbration to mark National Cheddar Day coinciding with the Super Bowl. The multimedium campaign includes limited edition merch, unique cheddar-based recipes, and coupons accessible only through the Cheddarbration homepage.

Vroom x Anomaly

Vroom’s Super Bowl 2022 commercial sings the praises of a reliable broker – literally

Anomaly makes a return Super Bowl appearance with Vroom, the online car retailer who is literally singing the praises of having a reliable dealer on your side during the car selling process.  The 30 second spot again features high-tempo choreography from celebrity choreograper Mandy Moore.

‘Vroom Releases Super Bowl 56 Ad ‘Flake: The Musical” (AdAge)

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Americans swear by the marketing value of the Super Bowl and a host of mythologies surround ideal slot placement, annual “best of” lists, and more. But price tags, declining viewership, and the global pivot away from traditional TV advertising makes us wonder. As the Super Bowl concludes and the Olympics continue, we asked global leaders from Stagwell and our affiliate partners for their thoughts on this key question: what is the value for modern brands in major sporting tentpoles like the Super Bowl, World Club or Olympics? Explore four POVs below. 

WTF (Where’s the Freaking Value?)
Toby Southgate, Global CEO, Forsman & Bodenfors

Welcome, both linear and on-demand viewers, to the annual season of marketing insanity that is the Super Bowl. Welcome to lists, best-ofs, some epic voiceover casting and – for a limited time only! – music licensing and talent fees that’ll make grown adults weep.  

This year, as happens with frequency on our rolling global events calendar, we get to layer the Winter Olympics on top of the Super Bowl boondoggle. “Where should I be investing my media dollars?” comes the plaintive cry of marketers across the land. “Who cares, it’s the freakin’ Super Bowl! Snap it up while you can!” And when snapping up comes in at a couple hundred thousand dollars a second – airtime only – then maybe a cynical voice of reason somewhere should ask the simple question: WTF? Where’s the Freakin’ Value?  

Whoever it was who really said “half my marketing budget works, I just don’t know which half” could probably hold up the Super Bowl, or any one of the other tentpole global sporting properties, as the primus inter parus examples of this dichotomy. If you’re there and you get it right, people will talk about you. If you’re there and you get it wrong, people will talk about you. If you’re not there, people will talk about you not being there.  

For Super Bowl specifically, there’s a purity of value by association that no other event can command. This remains the most-watched live event on the planet. It happens in one evening (unlike the Olympics or the FIFA World Cup), and – here’s the incredible part – it’s maybe the one televised event where real people in the real world will engage in conversations about the advertising they see. You could probably run a very simple segmentation analysis and find 3 major buckets of Super Bowl advertising – the funny, the emotional, and the weird. All have the power to engage and stimulate, or to isolate and offend. But what unites every marketer committing to this opportunity is the knowledge that just being there is no longer enough.  

What happens around the 30 seconds your brand is on air? If you do break through sufficiently to provoke a conversation in the real world, how do you keep that momentum moving? How do you translate it into commercial impact? If your agency partners aren’t pushing that agenda as hard as they are the creative execution of the timing of the placement, then they’re not helping you resolve the “which half works?” question. Because now it’s all linked. And it all has to work.  

Unifying Moments Make the Investment Worth It
Anna Panczyk – Chairwoman of the Supervisory Board, Brand New Galaxy, UK

For me, the answer is built into the question. Yes, the world is fragmented and people do feel disconnected – and so now, especially after the past two years, there’s a renewed impulse for people to find reasons to connect and be together. Sport offers a great way for brands to connect to families, groups of friends and fans – and sometimes even a whole country – with a straightforward common understanding and message.   

Sports allows brands to generate this reach and awareness on a huge scale, but also to tie itself into those personal feelings of togetherness, connection, pride. Sport involves powerful emotions – and let’s not forget, playing, watching and sporting is enjoyable and fun.    

On the other hand, being directly commercially involved in these sort of events is one of the most expensive routes to market. Brand Keys research (https://brandkeys.com) showed that only about 20% of the brands that advertise during prestigious events like the Super Bowl actually emotionally engage viewers. So, you could say – and many do - that involvement like this s a waste of money. But the actual impact of these things is harder to measure. There are plenty of Olympic or Super Bowl ads that stay with you, resonate beyond, become shared, transform into memes. And there are plenty of lower–level activation that don’t carry the same cost, but still allow brands to benefit (activations on social media, sales promotions etc). 

What sporting events prove to us every time is that it is always about the journey you take, not just the ultimate goal. And the same logic applies to those great campaigns which – yes, at the level of buying a Super Bowl ad, can also be hugely expensive. But brands continue to recognise the fact that these are rare and unique moments to be shared with their potential users or brand lovers. Moments of national unity, mass awareness, positivity, togetherness and fun – which brand wouldn’t want to get involved?!

Sport is the New Fireplace in a Modern Household
Ashish Khazanchi – Managing Partner, Enormous Brands, India  

Where does broadcast stand in the time of Reels, Stories, OTT and the severely divided attention economy? Sport, for most, is possibly the last remaining bastion of appointment viewing across the world. The bigger the stage, the bigger the draw of it.

Events like the Super Bowl, FIFA, Olympics, IPL are important for brands for reasons larger than just the univariate way of looking at it for pure reach. The key for brands really is the intense engagement. Sport for most audiences is a part of identity, and identity narratives. There’s intense identification with the heroes and the myths and their teams. This makes big sporting moments the last remaining lean-forward viewing platform in the era of skip ads and incessant scrolling. Sport is the new fireplace in a modern household. It gets families, friends and communities together. There’s joy, conversations, laughter, tears, jubilation and people huddled together over shared nervous energies. These moments are prime for brands to tap into this energy and audience engagement to drive the conversations towards greater brand love.

How Can Culturally Important Moments Help Tell Brand Narratives?
Daniel Felipe Cuervo – Strategic Planning & Growth VP, Buentipo, Colombia   

Culturally important moments for each country, such as the Super Bowl, World Cup, or Olympics, are moments that brands should take advantage of, for the good and not for the bad. These types of events are perfect for brands to talk about their values and beliefs beyond the product they want to advertise or sell.

The budget investment that brands need for these spaces should be leveraged as a  long-term strategy, rather than their bottom lines in the short-term. Our recommendation to brands: Be smart. Take advantage of this space to create advertising pieces that are highly relevant and above all, tell a story that answers why your brand exists. Go beyond the hunger to sell your product and use this as a chance to communicate your purpose, values and beliefs as a brand.  

Follow Stagwell on LinkedIn to keep up with the latest news, work, and perspectives from the global Stagwell network. 

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These days, good Super Bowl marketing is about more than the ad you run during the big game. Digital marketing’s rise emphasizes creative, omnichannel efforts that leverage emotional resonance and new storytelling mediums to drive business impact. Four key evolutions are changing the ways brands tackle this football tentpole:  

• New Definitions of “Super Bowl Campaigns” leave brand marketers to ask: how do I run a Super Bowl campaign that’s more than just the ad?    
• New Experiments in Cutting Edge Tech driving powerful new creative dimensions to the consumer experience at and around The Big Game  
• New Challengers joining the ranks of advertisers as digital levels the playing field of who can afford to make magic out of a Super Bowl moment  
• New Platforms Driving Importance of Social in the ever-evolving Big Game media and content mix.  

1. New Definitions of Super Bowl Campaigns   

Last year, for the first time since 1983, Anheuser-Busch decided to sit its iconic beer brand Budweiser out of the Super Bowl ad inventory, instead donating the money it would have spent on the ad to support coronavirus vaccination awareness efforts. Stagwell global communications agency Allison+Partners supported the media effort, a strong case study in how you can lead the Super Bowl discourse without appearing in the game. Headlines called the brand a “winner” for the purposeful pivot, and the effort went on to win several effectiveness awards.

While not every brand will find a pivot that works as well, digital marketing is pushing many to consider alternative ways to get Super Bowl ad value without the ad investment. Stunts tied to the game are one approach, but simpler digital activations and content that link brand identity to the underlying currents of sports fandom and entertainment can be winning strategies. See 72andSunny and Tillamook County Creamery’s experiment this year with a shoppable music video released to commemorate National Cheddar Day and the Super Bowl sharing a date on February 13.   

2. New Challengers 

The Big Game is a whopper investment. The sticker price for spots this year broke records, hitting as high as $7M for some ad inventory. While securing a prime-time spot can wreak ruin on marketing budgets, newer faces have taken to the field in recent years, as digital marketing tools level the playing field for the type and scale of brands that can derive halo value from the Big Game. D.T.C. and e-commerce are flooding the annual roster, with cheeky online retailers like Vroom and other digital natives like DoorDash using it as a platform to scale beyond niche beginnings. Expect the roster to continue diversifying each year, bringing newer, challenger brands to the fore while pushing legacy staples to re-evaluate whether a multi-million dollar spot is the best avenue to drive sustained marketing impact. 

3. New Experiments in Cutting Edge Tech    

While S.B. viewers will undoubtedly be distracted by digital platforms during the game, the audience remains comparatively rapt in attention during ad breaks, giving brands a solid audience for testing splashy, transformative technology. In recent years, the N.F.L. has run the play on this in partnership with Stagwell creative agency 72andSunny, first by pulling off the game’s first-ever live ad integration transitioning from pre-recorded spot footage to an on-the-field activation. The following year they upped the ante and, well, raised the dead, using holographics, 3D projections, and more to resurrect legendary football coach Vince Lombardi for a resonant message about resilience. This year, Meta is using the Super Bowl as an opportunity to engage consumers on the metaverse technology already available to them via mixed-reality. 

As a tactic for driving social conversation the day and week after the Big Game, activations that wield emerging technology to do new, exciting, and yet-untested feats of creativity can be powerful for brands at the Big Game. Aligning experimentation with your product suite, the frontiers of new technology your brand is eager to own, and consumers’ stated interest in the tech will be essential for brands moving forward.    

4. New Platforms Driving the Importance of Social     

Today’s marketers know this well: it’s no longer about making the right 2-3 assets for a campaign, you need thousands of assets that can cut across social platforms, search, banner, paid, earned, out of Home, and more to amplify your brand’s big game message. At the same time, S.B. advertising is no longer about the crowning jewel of the main campaign film: a dizzying array of shorter cuts, social-specific content, and other branded assets must be prepared to swarm digital channels and amplify the brand’s key messaging.   

Social only continues to rise as an essential part of this mix. Close to half of Super Bowl viewers plan to interact on social media during the game, per The Harris Poll/Haven, suggesting advertisers could benefit significantly from the extended post-game conversation on content that makes waves during the game. Marketers should think holistically about the type and mix of content and media needed to drive results.   

The Bottom Line 

The playbook for what drives value for brands at The Big Game is evolving with new digital tools and alternatives to significant ad investment. This will continue to attract more brands to consider how they can capitalize on the marketing potential of the Big Game while emerging technology will start to reshape the nature of the advertising activations we see each year. Marketers: as you enjoy the excitement of Super Bowl LVI, search for and identify ways brands are making the most out of new formats for social and digital content. Challenge your teams to think beyond the Super Bowl ad to the marketing magic possible when the moment is met with a modern approach to brand marketing.

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By Josh Beatty, Founder, ARound 

Early reactions to Miller Lite’s “Meta Lite Bar” experience – where it will offer virtual beer, games, and a chance to view what would have been its Big Game spot –prove there’s work needed to convince the masses that the Metaverse matters. Steve Colbert ripped into the idea: “Man, I love commercials, but I wish I had to work harder to access them while my avatar drinks this imaginary can of carbonated disappointment.” 

While some of his riff is just late-night chum, there are insights about how brands should approach the Metaverse, mixed-reality, and emerging tech that consumers are just beginning to identify and understand. Colbert’s points are top of mind for everyone as big ideas for virtual storefronts, fully immersive VR experiences, and digital avatar ecosystems fill the news. 

Two parts of Colbert’s criticism for brands to unravel: 

1. “Work harder to access” – This is going to be a big barrier to early adoption of Metaverse tech. If consumers don’t find it easy to access brand experiences, they won’t engage. While conditioned consumer behavior is the hardest thing in the world to change (when did you last download an app for something?), the only thing stronger than conditioned behavior is a change to one’s environment. Experiments in AR and mixed-reality, especially powered by mobile, can disrupt and captivate consumers in a memorable and meaningful way. Shared environments with low barriers to access will drive value in this space.
2. “While my avatar drinks this imaginary can of carbonated disappointment.” The Metaverse is a shared experience, but virtual reality can be isolating. AR and other tech that allows for shared social experiences will connect us to people and places in exciting and fun ways. While the idea of drinking a digital beer may leave people scratching their heads, if the metaverse dive bar that Miller Lite unveils during the Big Game includes a compelling array of shared content and experiences, the fun consumers are having together in this space will eclipse their initial confusion at the premise. 

Many brands will try their hands at Metaversal tech in the coming months. Marketers should learn from early consumer/social reactions to experiments underway at the Big Game and proactively work to solve some of the barriers of consumer adoption in this exciting new space.