"My biggest gripe with Super Bowl campaigns is that most brands are just advertising during the Big Game, instead of creating content designed to coexist within the Super Bowl. Those that do-like Rocket Mortgage and Uber Eats in 2025-can reap enviable rewards. Brands must keep in mind: this game is the pinnacle for two teams as well as their fans."
"Once marketers position themselves to coexist within the Super Bowl, the sky's the limit. Tech companies can highlight how their products help folks experience life differently; beer brands can amplify the camaraderie of the fan experience (after all, nothing beats the crew you're sitting with at a game or in bar, especially when they buy you a drink because the vibes are high-or low)."
"Also, they should realize a lot of people are glued to TVs the final 3-4 games of the season because of team records (plus fantasy football playoffs are between week 15 and 17). If you're going to be at the Big Game, why not start engaging with these audiences well in advance of the day? Who wouldn't want to earn the receipt that their brand experienced incremental gains a month or so before the Super Bowl?"
Most brands limit their Super Bowl presence to airing ads during the game rather than creating content that naturally coexists with the event. Brands that craft integrated campaigns around the game's emotional dynamics—targeting both team fanbases and casual viewers—can build lasting affinity. Marketers should start social and meme-driven content weeks in advance, engage audiences through late-season games and fantasy playoffs, and highlight product relevance to game-day experiences. Beer and tech brands can amplify camaraderie and experiential benefits. A Big Game TV spot remains valuable, but misreading the moment's emotional temperature wastes the broader opportunity.
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