Daniel Van Vorsselen.
Big cultural moments like the Super Bowl start a conversation. They give brands permission to tap into organic conversations with captive audiences and make noise. In the context of an increasingly fragmented online environment, where marketers chase fleeting online trends for little reward, captive audiences are a precious commodity.
Moments like the Super Bowl have a longer-lasting impact because they bring the masses together – both online and offline – through shared experiences. In a world of uncertainty, annual events like this are a comforting ritual. A constant in the chaos. It's not just about the game, it's about the community. That's what draws us to them, it's what helps to make events like these so culturally significant.
The Super Bowl is a lively, unmissable, organic conversation that brands can easily leverage. Brands who create connection points between themselves and big cultural moments can amplify their relevance by making themselves part of the narrative. It’s not just big brands either – you don't need a Super Bowl sized budget to tap into the buzz. Here’s how brands can make the most of big cultural moments, by drawing on key principals from CX.
Spectacle has staying power
Spectacles aren’t just about scale. They leave lasting impressions because they connect emotionally and evoke feelings like joy, awe, and excitement. When brands create or participate in spectacles, they give people something to talk about and this drives organic engagement. So, ride the wave of conversation by tapping the event's emotions and tying them to brand touchpoints – curating an emotional connection will give your audience a shareable, memorable experience.
One way to do this is by creating smaller, localised, or digital activations that build on the energy of the event and deepen the value of the experience. Airbnb’s Sydney Mardi Gras activations, for instance, showcased Sydney’s top LGBTQIA+ Hosts, who offered tips and advice to travellers keen to discover more about the city’s connection to Pride. In doing so, the brand built a mini-spectacle that resonated with inclusivity and celebration.
Another way to tap into the emotions of the spectacle is to react in real time. By being agile and responding to live moments during the event, brands can create viral, memorable activations. Oreo’s “You Can Still Dunk in the Dark” tweet during the Super Bowl blackout, for example, became an iconic example of how a tense moment could be turned into a viral spectacle.
Brands can also leverage grassroots connections and celebrate togetherness to build emotional resonance. Jeep’s campaign supporting the City of Detroit, for instance, tapped into community pride by spotlighting the Detroit Lions and highlighting local heritage.
Signal scale through visual grandeur
Grandeur is about creating a sense of the bigness, energy and aspiration that captivates audiences. People gravitate toward brands and moments that feel big, bold, and confident – like they’re part of something important.
You don’t need to sponsor the halftime show or run a million-dollar ad to create a sense of scale, energy and aspiration. Projecting confidence in your comms by borrowing cues from the bold, captivating language of large-scale events. Tie your visuals to the event’s core themes such as competition, celebration or unity. The key is to evoke emotions that make your audience feel part of something big.
Nike’s famous billboards at the 1984 Olympics are a memorable example of why brands don’t need to sponsor events to tap into their energy. But this doesn’t mean you need to pay for big-budget out-of-home space, timely communications that evoke the sense of aspiration, competition and victory associated with the Super Bowl will build a sense of connection with the event.
Lean into the over-the-topness of it all. Bold imagery, oversized props and gamified elements will create an attention-grabbing experience. KFC Australia, for example, encouraged fans to turn their signature buckets into wearable “Buckethead” hats at cricket games. And one year Wendy’s spent the Super Bowl roasting Maccas. This kind of bold, cheeky humour stands out amongst the crowded Super Bowl conversation.
Add to off-the-pitch action
The Super Bowl and other events are built on traditions: tailgating, watch parties and post-game commentary. Aligning your brand with these rituals will build authentic connections with your audience. Whether through food, activities or shared experiences, become part of the celebration and tailor your campaigns in ways that reflect how people interact with the event. Meet your audience where they are – their homes, gatherings or their favourite social channels – and find ways to enhance how they enjoy and participate in the game-day experience.
One way to do this is by designing experiences or promotions that naturally integrate with how people celebrate i.e. through watch parties. Think Bud Light’s branded tailgate parties, featuring interactive games and giveaways that created excitement for fans before kick-off. Or take inspiration from Chipotle’s “Extra Sunday” – free upgrades to celebrate all things extra.
Build engagement beyond the event by targeting moments before and after the game. Dunkin’ Donuts promoted discounted coffee the morning after games the New England Patriots win, positioning itself as the go-to brand for recovering after a night of partying.
Another way to tap into off-the-pitch action is to identify competitor ‘interception’ points – opportunities to join conversations and go beyond traditional sponsorship or ad space. Craft creative ways to capitalise on event buzz, such as the 2023 Super Bowl Volvo Contest, where viewers nominated someone to win a car during competitors’ ads. While competitors invested heavily in traditional Super Bowl ads, Volvo’s unconventional approach – which targeted competitor ad time – was unexpected and refreshing, making it memorable.
At a time when audiences are craving shared experiences and human connection, cultural highs like the Super Bowl are prime opportunities for brands to enhance audience experience. It’s not just the game itself that people remember – it’s how they felt being part of it. Even if you don’t have big budgets, you can still exude big event energy through bold, emotive, timely and creative experiences.
At a time when brands are asked to toe the line or take sides, events like the Super Bowl are an opportunity to bring audiences together. And that’s memorable.
Daniel van Vorsselen, Business Director and CX Lead at TRA