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Super Bowl Marketing Strategies: How Businesses Big and Small Win on Game Day
The Super Bowl’s Power in Advertising
The Super Bowl is not just the biggest football game of the year—it is one of the most influential marketing events in the world. Brands compete just as fiercely as teams like the Kansas City Chiefs and Philadelphia Eagles, spending millions on television advertisements, digital campaigns, and print marketing to capture audience attention.
From Super Bowl commercials on CBS and Paramount+ to social media takeovers and stadium signage, every aspect of game day is packed with advertising. While television remains the most coveted ad space, digital and print marketing also play essential roles in ensuring brands get the maximum return on their Super Bowl investment.
Super Bowl TV Commercials: The Most Expensive Ads of the Year
A 30-second television advertisement during the Super Bowl can cost brands upwards of $7 million, with a few ad spots reportedly selling for a record $8 million and even $8 million-plus for 30 seconds! making it the most expensive commercial slot in the world. However, with an audience exceeding 100 million viewers, companies consider it a worthy investment.
Why Super Bowl Commercials Work
- Massive Reach – The Super Bowl consistently ranks as the most-watched television event of the year.
- High Engagement – Unlike standard commercials, people actively watch and discuss Super Bowl ads.
- Cultural Impact – Memorable ads become part of pop culture, generating long-term brand recognition.
- Multi-Channel Extension – Super Bowl ads often extend beyond TV, with teaser campaigns and post-game discussions on social media.
- Celebrity & Influencer Collaborations – Many brands feature high-profile celebrities to enhance their campaign appeal.
Top Super Bowl Advertisers in 2024
- Budweiser and the Clydesdales – A staple of Super Bowl advertising.
- Doritos and the Crash the Super Bowl Contest – User-generated content that took off.
- Pepsi and Coca-Cola – Longtime rivals using the Super Bowl as a battleground.
- Automotive Giants – Companies like Ford, Toyota, and Chevrolet launch major campaigns.
- Tech and Streaming Services – Brands like Apple, Amazon, and Netflix have become key players in Super Bowl advertising.
Read more about television advertisement trends and how brands leverage them during the Super Bowl.
The Rise of Digital Marketing in Super Bowl Advertising
While television remains king, digital advertising has become a crucial component of Super Bowl marketing strategies. Social media, streaming platforms, and influencer marketing now amplify the reach of Super Bowl commercials long before and after they air.
Key Digital Marketing Strategies Used for the Super Bowl
- Social Media Engagement – Brands create viral content, launch interactive polls, and use trending hashtags to drive conversation.
- Teaser Campaigns – Companies release short clips leading up to game day to generate excitement.
- Real-Time Marketing – Brands capitalize on in-game moments to post reactive, humorous content.
- Influencer Partnerships – Social media influencers help expand audience engagement beyond traditional TV ads.
- Augmented Reality & Interactive Content – Some brands are experimenting with AR filters and gamified ad experiences.
- Live Streaming & Alternative Viewing Platforms – With more people streaming the game, brands integrate digital experiences with live broadcasts.
Big Wins in Super Bowl Digital Advertising
- Oreo’s “Dunk in the Dark” Tweet – A quick-witted response during a Super Bowl blackout went viral.
- State Farm’s “Drake from State Farm” Campaign – Extended beyond TV ads into a full digital strategy.
- Tide’s “It’s a Tide Ad” Campaign – Kept viewers engaged across multiple platforms.
- Google’s “Loretta” Ad – A deeply emotional AI-powered story that resonated across digital and TV audiences.
Learn more about digital marketing strategies and how brands extend Super Bowl ads into online campaigns.
Print Marketing’s Role in the Super Bowl Experience
Though digital and TV advertising dominate, print marketing is still a key part of Super Bowl branding. The game-day experience extends far beyond screens, with print materials creating tangible engagement before, during, and after the event.
Where Print Marketing Shows Up in Super Bowl Promotions
- Stadium Signage and Banners – The Super Bowl host city is covered in branded materials, including posters and billboards.
- Game Day Programs – Fans receive printed programs with team stats, rosters, and advertisements from sponsors.
- Event Flyers and Promotions – Local businesses capitalize on the event with print marketing for Super Bowl-themed deals.
- Brand Merchandise and Packaging – Limited-edition packaging for snacks, beverages, and apparel boosts fan engagement.
- Super Bowl Ticket Branding – High-end ticket designs enhance the premium experience for attendees.
- In-Stadium QR Code Activations – Printed materials drive digital engagement through scannable codes.
Print materials create a lasting connection with audiences, ensuring that brands have a presence beyond digital ads.
Explore Kessler Creative’s print marketing solutions to see how businesses can leverage print for major events.
The Jacksonville Jaguars: Hoping for a Super Bowl Spot
Super Bowl marketing might be dominated by teams like the Kansas City Chiefs and Philadelphia Eagles, but fans in Jacksonville have long hoped to see the Jacksonville Jaguars make it to the big game. While the team has come close, the city has yet to experience a Super Bowl run firsthand.
A Jacksonville Super Bowl would bring massive marketing opportunities to the area. Local businesses would thrive with Super Bowl-themed print and digital campaigns, and the city would see an influx of branded merchandise, stadium promotions, and corporate sponsorships.
Until that day comes, Kessler Creative is ready to help businesses capitalize on major sporting events with high-quality print and marketing solutions. Whether you’re running a Super Bowl promotion or gearing up for another big game, the right marketing strategy makes all the difference.
Contact Kessler Creative to learn how we can help businesses win big with print marketing.
Small Business Super Bowl Marketing Strategies
- Local Game Day Promotions – Offer discounts or special promotions tied to the Super Bowl to draw in customers.
- Social Media Contests – Engage with audiences by running a contest where customers predict the game’s outcome or share their favorite Super Bowl moments.
- Community Sponsorships – Partner with local bars, restaurants, or community events hosting Super Bowl watch parties to provide branded giveaways or promotions.
- Custom Print Marketing – Create Super Bowl-themed flyers, posters, and banners to build excitement around in-store promotions.
- Super Bowl-Themed Direct Mail Campaigns – Send out postcards offering exclusive game-day discounts or promotions to attract customers before and after the event.
How Print Marketing Helps Small Businesses Stand Out
Print marketing can help small businesses break through the digital noise of Super Bowl advertising. A well-designed flyer, banner, or direct mail campaign keeps a brand top-of-mind before and after the big game. Whether it’s a restaurant promoting game-day specials or a retail store featuring limited-time Super Bowl merchandise, print marketing offers a tangible way to reach local customers.
Learn more about how Kessler Creative helps small businesses maximize their marketing impact.
Super Bowl Marketing for Every Business
The Super Bowl is the biggest stage for advertising, and businesses that take advantage of TV, digital, and print marketing can maximize their exposure. While TV ads grab attention and digital campaigns create online buzz, print marketing provides lasting engagement that extends beyond game day.
Super Bowl Marketing Strategies Recap:
- Television Advertising – High-cost, high-reward branding exposure to millions.
- Digital Marketing – Social media, influencers, and interactive campaigns extend reach.
- Print Marketing – Stadium signage, promotional materials, and branded merchandise create lasting impressions.
- Small Business Strategies – Localized promotions, direct mail, and in-store marketing can help businesses leverage Super Bowl excitement.
Whether you’re a Fortune 500 company investing in a high-profile Super Bowl commercial or a small business leveraging local promotions, the Super Bowl presents a unique opportunity to engage your audience. The key is integrating TV, digital, and print marketing effectively to maximize visibility and brand recognition.
Learn more about Kessler Creative’s marketing services and how we help brands stand out during major events.