Knowledge that ads with higher levels of emotional engagement generate more buzz online plus the changing perception of the role fathers play in family caregiving created a new parental figure in this year’s ads. Hapless Dad was replaced by Nurturing Dad not afraid to show his softer side, as fathers rivaled puppies for pulling at heartstrings.
Leverage your successes
The Always “Throw like a girl” and the Dove Men+Care spots were previously released and then re-released for Super Bowl taking advantage of not just a winning formula, but actual work they knew had been successful. Here’s two more marketers that relied on tried and true.
Think of new ways to not appear in the Super Bowl
Newcastle Brown Ale carved out a niche for itself by doing this last year. This year, more brands adopted the approach to take part in the big game without the big game price tag.
The before and after is just as important as the main event
Super Bowl doesn’t just happen on the Super Bowl anymore. Smart brands are leveraging their investment in the weeks preceding and following the game. Advertisers who pre-announced and previewed their Super Bowl advertisements online benefited from higher levels of post-game conversations.
Tap into new consumer behaviors created by social media
There were 28.4 million tweets around Super Bowl XLIX. Half the fun of watching the ads became reading the conversations they created.
Remember the streaming audience for added reach
The web audience for TV's biggest annual event is small but growing, and significant enough for NBC to reel in at least $10 million in online ad sales for the game.
Use your competitors’ plan to your advantage
We think this is pretty self-explanatory. See below.
Context is key
With 114.5 million viewers, the Super Bowl provides brands and marketers with a huge audience for its message, but context is everything: Is it the right audience? Is it the right message?
Be sure to connect the dots
The most-watched television event of the year can serve as the kicking-off point for brands to activate in bigger, more integrated ways. Some but not all advertisers put the retailer leverage into play.
We hope you found this quick look at winning strategies entertaining and illuminating. If you’re not already using some of these strategies, let’s talk about putting them to work for your brand. Thanks for reading.