Super Bowl Gives Brands a Chance to Make Something That Lasts | Muse by Clios

"This is a rare, globally understood cultural moment that allows brands to do something bigger than an ad. Introduce new IP, test fresh formats and create experiences that live beyond 30 seconds on screen. We would build something that can travel and meet/involve consumers in that moment, in a relevant way. AI and social are flattening the value of a single execution. Successful content is cheaper, faster and more abundant than ever-which means the shelf life is shorter."

"So what's the system we're launching? What world are we inviting people into? What format can this become next year and the year after? This is where original IP matters. A new repeatable format, a platform or a participatory mechanic-it stops being a one night stand and starts behaving like an asset. Tools like AI should be used not to generate noise, but to scale interaction, personalize participation and extend the life of the idea across markets."

"We've seen the most successful campaigns behave less like ads and more like pilot episodes. The broadcast moment becomes the ignition point for UGC content, live activations, social participation and ongoing content engines. The ROI isn't measured in impressions alone, but in interaction time, repeat engagement and longevity. The continued value after the game ends. The brands that will win in this environment are those that understand the Super Bowl isn't the climax. It's the opening scene."

The Super Bowl presents a rare global cultural moment that enables brands to introduce original IP, test formats, and create experiences beyond a 30-second spot. AI and social reduce the value of single executions by making content cheaper and shorter-lived, so brands should design repeatable formats, platforms, or participatory mechanics that become assets. Successful campaigns act as pilot episodes, turning broadcast into an ignition point for UGC, live activations, social participation, and ongoing content engines. ROI should be measured by interaction time, repeat engagement, and longevity, using AI to scale personalization without replacing strong ideas.

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